Fashion

THE LITTLE BLACK BOOK OF FASHION RENTAL

Hiring a statement look is the new power dressing move. Here’s how to get involved.

27.04.2021

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If you haven’t heard about rental fashion, where have you been? Built around the idea of a shared economy, rental fashion means you can access your favourite brands, look good and save the planet at the same time. The average person in the UK spends around £980.50 each year on new clothes (a vast majority of these textiles will, sadly, end up in a landfill). By renting our clothes, we can close the loop by making fashion more circular and – fingers crossed – reduce the damage fashion causes to our planet: think Airbnb meets Depop. Join the rental revolution yourself by checking out the leaders in the industry below.

1. BEST FOR EASE: BY ROTATION

TRY: By Rotation

The first rental fashion app of its kind, By Rotation makes it effortlessly easy to rent your favourite brands and also make some money from your own wardrobe straight from your phone. "By Rotation has made fashion rental go one step further: not only are you saving money, the planet and looking stylish at the same time, but you are also creating bonds with people whom you admire,” founder Eshita Kabra-Davies tells BURO. “As we like to say in our community, what's mine is yours."

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2. BEST FOR Experience: HURR

TRY: HURR

“HURR is the UK’s largest wardrobe rental platform changing the way we shop” explains founder Victoria Prew. “We empower our community to extend the lifespan of clothes and to look good doing it.” Not only does the company provide all the short-cuts to a sustainable wardrobe through renting and buying pre-owned, it's taking the rental revolution one step further. HURR has teamed up with Selfridges’ sustainability initiative Project Earth to rent out some of the store’s own stock, including pieces from Off-White and Attico. You can rent out the pieces from the website or visit HURR’s store inside Selfridges to see before you rent.

3. BEST FOR EXTRA BAGGAGE: Cocoon club

TRY: Cocoon Club

Bag lovers, listen up! Cocoon Club offers its members different light/premium/deluxe monthly plans (access more of the collection the more you pay) to ensure you get your bag fix. Simply select the bag you want and wear for your selected membership time, then swap for a different style and love it just as much. Cocoon Club has all the classics covered, from the Fendi Baguette bag to the Dior tote, as well as some more trend-led items from Balenciaga and Bottega Veneta.

4. BEST FOR CULT LABELS: rotaro

TRY: Rotaro

This platform promises next day delivery across the country, so it’s perfect for any last-minute plans or outfit dramas. Rent from Scandi cool-girl labels like Rotate, Stine Goya and Staud to fashion’s long-time loves (Shrimps, Cult Gaia et al). “We work directly with brands, enabling you to rent cult pieces carefully selected by a trend forecaster,” founder Georgie Hyatt points out. “At the heart of Rotaro is our passionate community and we’ve recently introduced a social sharing feature, where you upload rented outfits for credits.”

5. BEST FOR AFFORDABILITY: onloan

TRY: Onloan

Onloan allows access to great brands for a fraction of the price. Founded by two friends Tamsin Chislett and Natalie Hasseck, they wanted to keep that seductive feeling of procuring new clothes, without the guilt of damaging the planet. “We’re the best value on a per item per day basis at just £1 a day,” co-founder Tamsin says. “Our service is one flat monthly price, with free shipping and returns, free swaps for items that don't fit or suit, no damage fees and total flexibility to pause anytime.” Choose your membership package and receive a wardrobe update straight to your door from its list of contemporary designers, including sustainable labels we love like Mother of Pearl and House of Dagmar. 

6. BEST FOR LUXURY RESALE: my wardrobe hq

TRY: My Wardrobe HQ

My Wardrobe HQ (MWHQ) allows its customers to also buy the pieces they love, as well as renting. “We look after the complete afterlife of an item, any rental can convert to a sale and items are listed with resale prices for customers who prefer to buy rather than rent,” MWHQ founder Sacha Newall says. The platform offers menswear and childrenswear, alongside its womenswear brands. Bonus: you can even rent or buy items from wardrobes of celebrities including Arizona Muse and Poppy Delevingne.

7. BEST FOR BRIDAL: girl meets dress

TRY: Girl Meets Dress

Not only is rental fashion great for our everyday wardrobes, it makes sense for the big day too. Renting your wedding dress not only saves the environment, it also gives you access to beautiful dresses that may have been out of budget. A wedding dress is arguably one of the most unsustainable purchases you can make, as it can be super expensive and you only wear it once. Instead, rent from the likes of Amanda Wakeley, Adrianna Papell and Marchesa Notte to ensure it’s a day to remember through Girl Meets Dress. “All those options come in size UK 6-20 and include up to three back up dresses for at-home try-ons, so our customers are sure to find the dream dress,” says founder Anna Bance.

8. BEST FOR OPTIONS: endless wardrobe

TRY: Endless Wardrobe

Endless Wardrobe holds all of its items in one central location, so It pieces - from the likes of De La Vali to House of Sunny - are available in multiple sizes as they don’t come from just one person’s wardrobe. “We’ve built our collection purposefully with our customer in mind, working with carefully selected brands, ensuring we have enough stock behind each style so there is inclusivity of sizes, which will continue to grow and make resale more accessible,” explains Endless Wardrobe’s founder Rosie Gunn. 

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