Arianna Cirrincione, influencer in the fashion, beauty and lifestyle world is the star of a campaign set in nature, in which Pronovias wedding dresses come to life in a new circular fashion project transformed into prêt-à-porter garments.
Pronovias has always been synonymous with wedding. The Spanish brand founded in Barcelona in 1933 is today a historical reality of Haute Couture brides. Pronovias originates from 'El Suizo', a shop specializing in lace, embroidery and silk fabrics, founded in 1922 by Alberto Palatchi Bienveniste and has acquired value and prestige worldwide over the years.
#PronoviasSecondLife is a circular fashion project created to tell the story of the figure of the contemporary bride, transforming wedding dresses into prêt-à-porter garments. Arianna Cirrincione, influencer in the fashion, beauty and lifestyle world is the star of the campaign, with shots and videos set in an outdoor location under the banner of naturalness and sustainability.
The brand wanted to invest in Arianna's talent by achieving the goal of conveying the idea that a quality dress can live forever, handed down from generation to generation. Pronovias' quality and know-how approaches the theme of circularity with a fresh and personal approach aimed at raising customers' awareness of the issue.
