FASHION FOR RENT

Until recently, clothing rental was reserved for suits for weddings or costumes at Halloween. A distinct balance between realising that you really don’t have another formal event coming up, or that there won’t be a next opportunity to dress as a stormtrooper. It made total sense, why would you fork out full price for something that’s going to be relegated to the dark depths of your wardrobe.

Times have changed and so has fashion. In the age of social media, it’s not just those few friends physically at that hen do who know what you wore. Now almost everyone you know saw it. That’s what happens when you broadcast your fabulousness in your Instagram stories. Nowadays if both you and your friends are collectively documenting your every outfit to followings of various sizes, it’s like you’re in your own personal Tatler bystander column. What follows is a temptation to step up to the challenge, to top every look with a better one.

This can quickly become unsustainable, luckily fashion for rent is the solution. You really can become the main character of your life. Acquaint yourself with haute couture and hot off the runway looks, you deserve it.

Some of the leading platforms for rental in the UK and US include HURR, Selfridges Rental and Rent the Runway. When you can try designer clothes at a fraction of the retail price with zero commitment, it’s all about experimentation. If you usually buy neutral tones for timeless luxury, why not try some wild colour blocking? Get that audaciously fabulous dress for a big event, knowing you’ll only wear it once. Clothes rental can become indulgent entertainment, there is no limit to the fun that can be had with a limitlessly adaptable wardrobe. And it gets better – most services allow shoppers to purchase items they fall in love with too, if they have the budget for it.

Who hasn’t wanted to channel their inner Carrie Bradshaw? But in a way that we aren’t left with a gallery of Manolo heels while we sulk over our non-existent savings. Fashion rental might be the answer you have been waiting for.

More choice creates room for more autonomy. Renting can stop you feeling obliged to wear that coat you bought last year and don’t like anymore but keep wearing because you ought to get another winter out of it to get your money’s worth. For those that wear their clothes as an extension of themselves, renting allows wearers to be fully expressive throughout their style evolution. If you don’t want to attempt to box up all of that personality into one wardrobe, fashion rental is for you.

The other big attraction for fashion rental lies in storage. We are talking about minimizing wardrobe clutter. For those chic cosmopolitans who have limited storage space, this is a life hack. Even for those tired of sifting through their clothes every few months and attempting to make room for the new season, clothing rental has your back.

It’s not just about experimentation. Cost-saving and environmentalism also thread throughout this growing trend.

Why stockpile one wear occasion dresses when you could wow and then return, leaving space in your wardrobe for your next showstopping look. Even Kate Middleton (yes, the royal seal of approval) is loving this trend, she wore a Solace London gown rented through HURR to highlight the sustainability of fashion rental. If Kate Middleton is doing it, then that’s the ultimate signal that we should be too, right?

Others might find relief in not owning as many clothes, through a reduction in life admin. When you own high quality clothes, you take on the responsibility of maintaining them. The runs to the dry cleaners can become tedious and bills add up. You can spend weekends squinting at labels outlining very specific washing instructions, like a high stakes test, because if you fail, your cashmere will only fit a child’s teddy bear. Renting provides a form of freedom, a chance to get some precious hours back for yourself in today’s busy world.

For those consciously choosing sustainable fashion, rental is the most irresistible mix of self-indulgence and ethics. Renting allows for rejecting fast fashion, whilst still looking fabulous, a must for those wanting to align fashion with their own values. It can’t be ignored that fashion rental doesn’t operate entirely without environmental impact. There is certainly a carbon footprint involved in shipping and dry cleaning. This is why several platforms such as HURR boast of the ability to provide carbon-neutral delivery as well as choosing to use ozone cleaning which is more sustainable than your average dry clean. Pretty impressive.

Many fashion rental providers have leaned into offering additional services to ensure their customers have a luxurious experience. Rent the Runway have personal stylists available for consultation at the click of a button. Selfridges Rental curates their collection, benefiting from a team of expert buyers, ensuring every look is current and fashion forward. Yes please.

Luxury rental is here to stay. It’s perfect for those who want iconic looks with a side of zero commitment. Fashion rental is for everyone, perhaps a chance to live out a red-carpet dream, if only for a special occasion. For high-income customers, it’s an opportunity to play more with their wardrobe.

Renting doesn’t have to be the end of ownership. Even for die hard enthusiasts, there is usually a balance between the two.  But the next time you’re tempted by a pricey piece, why not rent it, enjoy it like you own it and return it, like the savvy fashionista you were born to be.