Fashion rental is having a huge moment, but what exactly is it and how does it work?
With spring having finally arrived and months of fair-weather frolicking and wedding guest dressing coming our way, is anyone else desperately searching for a super chic fashion pick-me-up that isn’t already owned by at least one of your friends or colleagues?
Add to that our severely depleted bank accounts amidst this cost of living crisis and our perpetual fear of the fashion world’s damaging impact on the state of the planet, and you’ll realise why the wardrobe struggle is proving frighteningly real.
Over recent months, however, there’s been a real rise in an entirely new way of shopping which makes designer fashion not only more affordable, but more sustainable too. I know that sounds too good to be true, but for once it’s not.
Fashion rental services have exploded onto the scene over the last Couple of years, offering daily/weekly loans of high-end, wish-list, could-only-ever-dream-of-owning outfits for a mere fraction of their regular price.
Providing the perfect antidote to fast fashion, this way of borrowing clothing slows down relentless production lines – which usually produce far greater supply than there is demand and result in unimaginable waste – and in turn requires far less material than if we were to all buy each item as new.
Here’s how those of us at GLAMOUR HQ are getting our mitts on designer pieces this season without the price tag and, crucially, without the environmental guilt.
1. COCOON
Why we love: A luxury bag subscription service, from £79 a month you can tap into Cocoon‘s huge archive of quintessential handbags, from limited editions and vintage to the hottest new styles. Deliveries arrive the next day and are in perfect condition thanks to Cocoon’s partnership with Restory.
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2. ROTARO
Why we love: Perfect for those looking for fashion-forward, insider-favourite labels, Rotaro is a fashion rental platform founded by former trend forecaster, Georgie Hyatt, that’s fast-becoming the go-to for fashion insiders and influencers. They also recently launched an exclusive capsule rental collection with Ganni. Run, don’t walk.
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3. BY ROTATION
Why we love: The UK’s first peer-to-peer fashion rental app, By Rotation is the perfect place to snap up that high-end, cult piece that you couldn’t possibly afford outright. Most-loved amongst fashion influencers for its Dior Saddle Bag, a burgundy Lady Dior, Zimmermann’s summer dresses and Jacquemus’ iconic Le Chiquito Bag, the By Rotation team are now on the hunt for a timeless tweed Chanel suit.
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4. MY WARDROBE HQ
Why we love: One of the most comprehensive rental fashion services available, My Wardrobe HQ runs a huge operation and works with a smorgasbord of influencers who help retain the platform’s personable approach. Its buy and borrow model allows consumers to ‘try before they buy’ with no hidden costs.
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5. HURR
Why we love: Specialising in mid-priced luxury brands – think Rixo, Ganni and Rejina Pyo – Hurr is a peer-to-peer rental service with no central hub, meaning lenders are responsible for posting, couriering or exchanging their items in person – kind of like Airbnb for fashion. Seven day dress hire starts from £30 and for those living in central London, items can be delivered by fully-green bicycle courier service Pedals.
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6. BAG BUTLER
Why we love: A London-based bag rental service launched in 2019, Bag Butler’s team keeps a consistent eye on the latest trends in the handbag world and ensure availability of a strong rotation of the very latest must-have bags. Available from £60 for a four-day hire, you can book a bag for as long as you like and will receive a reminder email the day before it’s due to be returned – you know, just before you start to get too attached.
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7. FOR THE CREATORS
Why we love: For The Creators lets pregnant women and new mums get in on the rental action with its pioneering maternity rental platform designed to support new mums through every step of their journey into motherhood. FTC launched in 2020 by founder Lyndsay Mason, a first-time mum on mat leave who was both frustrated and shocked at the lack of postnatal ranges that suited her personal style. Instead of having to invest in expensive “maternity” styles that ordinarily would never be in your wardrobe, or resorting to buying poor quality fast-fashion items that just ‘did the job’ Lyndsay wanted to create a rental service with cool, beautiful, well-made outfits from brands you love whilst being safe in the knowledge you were doing your bit for the planet. It now stocks independent brands such as With Nothing Underneath, Desmond & Dempsey, Reformation, Sézane and Albaray and reminds us that renting 1 x £100 dress (instead of buying) can save the equivalent CO2 of that produced by travelling 245 miles in a car. FTC have saved the equivalent of 528,000kg of CO2 since inception, by renting over 3000 garments to Date.