This is how you spice up your wardrobe without polluting the environment
The future of sustainable fashion lies in renting clothes instead of buying them - a tried-and-true method for the stars. Instead of buying designer gowns from Dior or Oscar de la Renta, jewelry from Tiffany and delicate Valentino stilettos, the A-listers simply return them after their appearance on the red carpet. So will ordinary women soon be consuming fashion like the stars? Whether it's renting clothes on a monthly basis or a special occasion that calls for renting fashion: Market growth, sustainability, and a few other advantages clearly speak in favor of it.
Rent clothes - rapid market growth
Studies the global online clothing rental market will grow by $ 2019 million between 2023 and 801,03. The fast pace of fashion trends has long been known, as has the mass production of fast fashion companies of these trend parts. But more and more consumers are consciously deciding against the consumption of mainstream clothing and are causing the fashion industry to explore alternative business models for clothing rental.
The growing demand for designer clothing among women and the growing awareness of the adverse effects of disposing of unwanted clothing in landfills will drive the market segment to grow by 11% annually in the future. The corona pandemic has unfortunately brought some providers into bankruptcy, including the platforms Chic by Choice, Stay A While and Kilenda.
Modern wardrobe: Renting clothes comes with many advantages
- Minimize your carbon footprint: For many consumers, shopping for cheap bulk goods is part of their free time and is fun. However, the environment bears the cost. This awareness is increasing and is causing a change: In order to contribute to environmental protection, more and more consumers are renting clothes instead of buying them.
- No bad purchases: Another advantage of borrowing clothes is that you can avoid bad purchases. Due to the huge number of new trends, it happens again and again that things are bought that actually don't really fit or appeal. However, if these pieces are only borrowed, they can easily be passed on to the next wearer and daring styles.
- Save money: Evening dresses and business clothes in particular can quickly make money - with the disadvantage that they are rarely worn. Renting this clothing for special occasions is usually much cheaper - without having to forego quality or designer labels as a consumer. So you can save money and rely on high quality for everyday street style.
- Overview in the closet: Borrowed clothing also has the advantage that you can hand it in again and keep an overview in your wardrobe. The selection also always remains current. Everyone knows the parts that still carry the price tag because you either forgot them or don't like them at all. Too much choice usually just makes dressing more difficult instead of simplifying it. It is more minimalistic with borrowed parts. By the way: moving is also much more efficient!
A shared modern wardrobe for fashion victims
Last but not least, entire communities can be found on the rental pages. These rate the clothes and exchange valuable styling tips with each other. So you not only benefit from the loan when you borrow clothes themselves, but also from the knowledge of many like-minded, style-conscious and environmentally conscious consumers.
Platforms for renting clothes
There are three types of membership available on Rent the Runway. These can be used to rent either 4 (1 Swap Membership), 8 (2 Swap Membership) or an unlimited number of items of clothing (Unlimited Swaps) per month. There are 15.000 styles by more than 650 designers such as Ganni, Gucci, Oscar de la Renta or Proenza Schouler available for different occasions. Depending on the occasion - from a holiday outfit to a work look to a wedding gown - items of clothing can be filtered to make renting easier. Particularly noteworthy: Also sustainable designer labels like Reformation or AMUR are available.
This platform for renting clothes and accessories is uncompromisingly high-end. If Chanel or Christian Dior - Style Lend offers bags and everyone's clothing well-known brands of the high end sector. And from private providers. The website works because users can not only rent items, but also rent them out. All you have to do is take out a monthly membership. The rental period is 7 days, which can be extended as often as you like. In the modern sense Sharing concepts fashion victims can exchange their most beautiful pieces with one another.
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CEO Victoria Prew was already impressed by one truth in 2017: Fast fashion created a demand for “novelty” that has no place in a sustainable future. Something had to be done to eradicate the bad habits of the industry. A solution? Rent not buy. This empowers women to extend the life of their closets and take a circular approach. Hurr gives rental companies the ability to monetize their pieces and tenants the ability to shine in them for a fraction of their retail price.
A trend for special occasions that is more and more integrated into everyday life
Inspired by the stars, the range of platforms and rental models continues to grow online. The reason: awareness of the production and disposal conditions of fast fashion - a far too high price for the environment.