Recycled Bridal Dress Services

The challenge is enormous

Luxury Spanish bridal brand Pronovias has announced the launch of its 'Second Life’ initiative, a new free alteration service that allows brides to hand in their wedding dresses and receive a renewed dress that can be worn for other purposes. The program aims to address criticism centered around the wedding industry's lack of sustainable practices by encouraging newlyweds to reuse their expensive bridal gowns but in an entirely new form.

“Bridal fashion is not exactly known for its circularity. ‘Second Life’ is a step towards rectifying this and pushing the sector towards better sustainability standards," said Pronovias Group chief executive, Amandine Ohayon.

According to the company, the service will allow brides to transform their gowns into special occasions dresses by altering their length, removing sleeves, adding materials, and more.