Pronovias Wants Brides to Wear Their Gowns Again and Again – WWD

Wedding dress worn only once? Think.

Pronovias Group, possessing luxury bride brands Pronovias and Nicole Milano, will launch a “Second Life” show on Thursday featuring a collection of 70 redesigned gowns in multiple sizes.

“Redesigning the dresses to give them a ‘Second Life’ is fun and I love it. Every dress has some sort of key element that makes it special, and thinking about the changes in its Second Life, I focused on that element, experimenting with it to present a new way to dress. show it off. In some cases, I worked with the length of the dress, the volume of the skirt, or the neckline or sleeves. Every detail can be the key to giving the dress a Second Life success,” Pronovias Group artistic director Alessandra Rinaudo told WWD.

Rinaudo shared some ways to transform her favorite outfits.

“In general, I like to play with a variety of accessories. Give wedding dress, I like plus size skirts, detachable sleeves, capes … all of which create a sense of drama. When I think about Second Life, outfits have to be more fun and casual, so I played a lot with add-ons to come up with this new look,” she added. “Once something is created, I really believe in using it over and over again.”

Each new collection launched will feature more styles, according to the company.

More than just a revival collection, Second Life is also a completely free retouching service for brides. The program will be available at all Pronovias and Nicole Milano retail stores worldwide (with 60 stores spanning the US, Spain, Italy, France, China, UK and Poland).

Through these means, the company is channeling its efforts into the circulation of its products while making the point that wedding dress Can only be worn once to rest.

Prior to the launch of Second Life, the team introduced its eco line and committed to reducing its impact with ecological solutions. Its #WeDoEco commitment touches on everything in the lifecycle of the dress, including certified fabrication, design, tailored apparel, recycled packaging, and improved delivery. Highlights include decorations made with 100% recycled glass and the introduction of liquid wood hangers, water-based inks and organic cotton wrap bags.