Bridal brand Pronovias takes initiative to help vulnerable women

Pronovias, a luxury bridal brand, launched #MyDressxHerFuture, a project that aims to raise funds for vulnerable young women around the world by reselling pre-loved wedding dresses, and positively impacting sustainability by giving these wedding dresses a second and third life.

Pronovias has partnered with Brides for a Cause, a nonprofit organization that resells donated wedding dresses to raise funds for charity. Brides will send their pre-loved dress directly to the association,

Pronovias will match every donation with a dress from its own stock.

Amandine Ohayon, CEO of Pronovias Group, said in a press release, “Strengthening Pronovias Group’s corporate social responsibility program is a priority for all of us. With… Brides for a Cause, we have found the perfect long-term partners for our donation program MyDressxHerFuture. As a company dedicated to dressing the dreams of women around the world, we recognize the importance of protecting and empowering future generations of women. We also hope to create a new mindset that moves away from the concept of disposability in the bridal industry, which has so far been slow to adopt sustainability trends.”

In the press release, Erin Scharf, founder of Brides for a Cause commented: “We are honored to partner with Pronovias Group and join the #MyDressxHerFuture campaign. We are more than a bridal store, we are selling dresses for a cause, because we want to be a greater impact to a better, more sustainable world.”

The #MyDressxHerFuture project is intended to start a social movement to give every bride the opportunity to do good with every step they take down the aisle, and women around the world have already pledged to use their treasured wedding dress for good, said the press release.