Pronovias Group is takingthe next step towards sustainability within the company. The bridal fashiongroup is launching the first line of dresses sustainably made: #WeDoEco.The initiative is part of Pronovias Group's goal to elevate the bridalindustry to a better standard.
The collection consists of two parts. The first is a collection of fifteendresses sustainably produced in every way possible and is labeled '360ºEco'. The 24 other dresses are labeled 'eco-friendly' as most of thematerial used is eco-certified, Pronovias told FashionUnited exclusively.The dresses range from size 32 to size 64 and are distributed under variousbrands within the Pronovias Group. For now, the more sustainable dressescan be found in Atelier Pronovias, Nicole, St. Patrick and White One. In2021 #WeDoEco dresses will also be available at Pronovias and Ladybird.
The designs use beads from 100 percent recycled glass and zippers made fromrecycled PET bottles. All the material used is certified by the GlobalRecycled Standard. Pronovias has also used FSC and Oeko-Tex certifiedmaterials. Not only the dresses are made of more sustainable material, thepackaging of the items is now also more sustainable. The labels are fromrecycled textiles, hang tags from recycled paper, the garment bags are fromorganic cotton and the hangers are made from liquid wood, according to thepress release. Production of the collection took place in Spain and Italy.The consumer receives a 'traceability sheet' per item, in which allproduction steps of the dress can be checked for complete transparency.
The prices for the #WeDoEco collection are within the same price rangeas other items within the brands' collections, a press representative toldFashionUnited when asked.
#WeDoEco: Bridal fashion group Pronovias introduces sustainable designsat multiple brands
CEO Amandine Ohayon tells FashionUnited exclusively that setting up thefirst sustainable collection within the group has been a long process.Ohayon was amazed when she joined the group two years ago and found outthat sustainability was not yet high on the company's agenda, or even inthe bridal industry itself. "When you run the largest bridal fashioncompany in the world, you realize you have to take responsibility." Ohayonindicates that the biggest challenge was still the lace and the beads,because these are normally not really produced sustainably. “We had tochallenge our suppliers to think differently. It took almost 18 months toget everything from a more sustainable supplier. ”
At the moment Pronovias Atelier is the only branch of the group that hasboth 360º and eco-friendly dresses. Ohayon shares that this couture linemade it easier to implement the 360 dresses. The only reason the otherbrands don't have 360º dresses is because they couldn't be locally producedyet.
This article was originally published on FashionUnited.NL withcontribution from Ole Spötter. Translated and edited to English.
Image: Pronovias Group
