'It would be huge if this turned into some sort of tradition that you do with your dress.'
"Especially post-pandemic, I think there's an even greater focus from everyone on how we need to take care of our planet. We need to do something," says Ohayon. "One of the conundrums of the bridal industry is that it's not an industry where product circularity is really top of mind. Because, of course, it's a dress that you wear once in your life."
Ohayon was in the process of planning her own nuptials when she joined Pronovias, so she understands first-hand the personal connection with a wedding gown and the meaning behind holding onto one, even if it's been transformed into a memento. Going forward, Rinaudo and Ohayon are looking forward to designing original gowns with a second life — and a repeat moment in the spotlight — for future celebratory occasions.
Los Angeles-based Katharine Polk founded her boundary-pushing, size-inclusive and retail-innovating line,