BARCELONA – Spanish bridal wear brand Pronovias has launched a new circular service, offering its customers the chance to style down their wedding dresses after their big day, so that the garments can be worn more frequently.  

The ‘Second Life’ initiative will be a free add-on for customers, as the brand looks to prolong the lifecycle of its stock.

Chief executive Amandine Ohayon commented: “Bridal fashion is not exactly known for its circularity. ‘Second Life’ is step towards rectifying this and pushing the sector towards better sustainability standards.”

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