Courtesy of Tulerie
Whether it’s a vintage Dior gown or a million-pound Tiffany necklace, celebrities are accustomed to borrowing designer pieces to wear on the red carpet – especially during awards season. But for the everyday consumer, renting premium fashion remains a relatively untapped area that is far from mainstream. Thanks to ever more environmentally conscious shoppers gradually turning their backs on fast fashion, this is about to change.
An influx of fashion rental sites across the world – from Girl Meets Dress in the UK to the US-based Rent The Runway and YCloset in China – means the rental economy is growing, with the industry set to be worth more than £1.4billion by the end of 2023.
A major factor driving change is the increasing global concern surrounding sustainability; a circular economy has been widely recognised as a legitimate solution. “People are becoming more aware of their environmental footprint; these days none of us want to be wasteful,” Girl Meets Dress co-founder Anna Bance tells Vogue. “50 per cent of fast fashion pieces are discarded within a year and as responsible shoppers we are under pressure to close this loop.”
Courtesy of Tulerie
The rise of Instagram and influencer culture that feeds the need for more variety in people’s wardrobes has contributed to the boom in rental businesses too. For those who want the best of both, sustainable fashion updates if you will, renting is the perfect solution. Merri Smith, co-founder of peer-to-peer app Tulerie observes that “with social media, people are photographing their entire lives now, you don’t want to wear things over and over”. But instead of buying something new, “why not borrow it?” she asks.
Luxury brands are also beginning to tap into the potential of the rental market. In fact, Rent The Runway recently teamed up with Derek Lam, Jason Wu and Prabal Gurung to unveil their first exclusive capsule collections. “As the scale of our business has grown, [designers] have realised [the fashion rental market is] healthy; that it’s not hurting their regular business,” says Rent The Runway’s senior buying director James Newell.
With the industry on the rise, Vogue gets the inside track on renting premium fashion.
Build on your existing wardrobe
Courtesy of Tulerie
You should think of renting as a way to upgrade your current wardrobe, says Smith, who founded Tulerie with business partner Violet Gross after finding they were increasingly borrowing from friends. “70 per cent of your wardrobe is the pieces you’re wearing over and over. We want people to look at enhancing that,” she explains. By renting pieces to supplement your core wardrobe, you can also afford to invest in more expensive staple items that would normally be out of your reach.
Don’t be afraid to take risks
Courtesy of Girl Meets Dress
As you’re not committing to a single piece, you can experiment outside of your style comfort zone when renting – including when it comes to new brands. “Be willing to take risks! This is your chance to take rational decision-making out of your fashion choices,” Newell, from Rent The Runway, advises. “Swap out clothes regularly, try new trends and borrow for parts of your life you didn’t anticipate at the start of your journey.”
Plan for special occasions
Getty Images
If you’ve got a big event coming up, it’s important to think ahead – as popular dresses can often get booked up. “There is no rule about how far in advance of the event you should order. The sooner the better. We get dresses booked for weeks, months ahead,” Bance, from Girl Meets Dress, advises.
Think workwear
Courtesy of Rent The Runway
The boom in the rental fashion market is in part due to more relaxed dress codes in the office, making workwear a key focus area. “15 to 20 years ago, a woman could wear the same anonymous suit as her male counterparts, or invest in a couple of chic dresses and get by with that,” Newell says. “Now there is such a tremendous demand to have varied looks. [Renting] offers a nice solution.”
Getty Images
The online communities that exist around fashion rental sites are a valuable resource. 60 per cent of Rent The Runway customers leave reviews on items they’ve borrowed; and Tulerie, which sees users borrowing from each other, has also found their members wanting to share tips. “People want to talk, they want advice on how to style something,” Smith explains. “We are trying to create this network of women, who are bonding over [a] shared interest of clothing.”
https://www.vogue.co.uk/article/how-to-hire-designer-fashion
No comments:
Post a Comment