It's probably the most precious - and most expensive - outfit you'll ever wear, but most people still end up wrapping their wedding dress in tissue paper and leaving it to a quiet life in the back of their wardrobe. But what if there was a way to repurpose your big day dress into something, not everyday, but ever-so-slightly more wearable?
That's exactly what Pronovias, the luxury bridalwear label, wants to offers its clientele with Second Life, a new initiative that gives brides the option to alter their dress after the big day at no additional cost. The first launch of dresses includes 50 designs that can be given a new lease of life by alterations such as changing the length; removing the sleeves; and adding belts, straps and sashes to create something that, while still immensely special, doesn't necessarily say 'bridal'
'This is a very special project, because what we are doing is giving a new opportunity to dresses that are traditionally only worn once,' says chief artistic director, Alessandra Rinaudo. 'Seeing a dress that we have made with so much love and dedication continue to form part of woman’s wardrobe makes me very happy,' 'Additionally, we all know the urgency of looking after the environment. This is only a small step, but it forms part of our ambition to make our industry more sustainable.'
The Agnes, originally a slinky off-the-shoulder gown, has been turned into a black-and-white cocktail dress that finishes just below the knee. Namib, a slightly more traditional lace dress, has been shortened to the ankle and given a black waist belt.
So, would you ever wear your wedding dress to dinner? Or as a holiday frock? Thanks to Pronovias, now you can.