Fast fashion and Instagram make a dangerous combination. First, we are seduced to buy into capitalism's cycle of excess and pollution, then the 'gram makes it a criminal offence to be photographed in the same outfit twice. And let's not discount the added pressure to present an online image well beyond the means of our bank balance.
Social media has put conspicuous consumption into overdrive. But it is also shifting the industry's focus from quantity to cost per use. While platforms like Instagram have made designer fashion more visible, access to it remained exclusive – until now. Fashion-for-hire is an industry step towards a more collaborative, circular economy. "Whether it's somewhere to stay (Airbnb) or a car (Uber) – and now designer clothing – the 'access economy' is drastically changing the way we live," says Anna Bance, cofounder of Girl Meets Dress.
Think of the pricey outfits you've bought for a wedding, job interview or special date – enjoying a single outing, only to be pushed to the back of your closet and never worn again. "Everyone in the world should own only a capsule wardrobe and rent the rest," says Zoe Partridge, founder of Wear The Walk. The concept of rental fashion brings new meaning to the idea of the investment piece, where it is no longer a splurge item that lacks longevity but you hope will increase in value, but an investment in a wardrobe staple that becomes the lasting core of your style.
Clothing rentals introduce sustainability to aspirational fashion, while giving access to designer pieces for those of us on high street budgets. Click through the slides to discover the best places to hire high-end fashion – each one founded by inspirational British women.
Oprent
"We all have beautiful pieces in our closet, but once worn we often shelve them and forget about them. Maybe it's just not right for the occasion, maybe you already have a photo in it, or maybe it's difficult to re-wear because the piece is just so memorable. I wanted to create a platform for modern women who want constant access to luxury statement pieces and evening wear, in a way that is more relevant in this digital age. That's where we come in. Oprent emulates a luxury shopping-like experience without you having to pay the full price or think, 'When will I wear this again?'" – Eleena Png, founder, Oprent
Mary Katrantzou Blue Acti Techno Flowers Stripe-Print Maxi Dress, £120 (4 days), available at Oprent
Front Row
"I truly believe that this could be the future of retail, there has already been a global shift towards the sharing economy, the rental model makes what was previously unattainable, accessible and with the rise in popularity of social media, people are reluctant to repeat outfits so many consumers are already embracing the rent vs. own mentality. It appeals to a more sustainably minded generation – instead of collecting possessions, today's consumers are more interested in collecting experiences." – Shika Bodani, CEO & founder, Front Row
Gucci GG Leather Belt, £40 (5 days), available at Front Row
Front Row recently launched a new service that will allow customers to rent out their own items using the Front Row platform and they will be introducing a subscription service for clothing and bags.
Girl Meets Dress
"The idea of collaborative consumption is making a big impact around the world, whether it is somewhere to stay (Airbnb) or a car (Uber) – and now designer clothing. It is drastically changing the way we live. Consumers are no longer confined to owning goods and services. Instead, they can have easier access to a better and more affordable lifestyle by hiring and/or sharing goods and services on a temporary basis, rather than buying and owning outright. With Girl Meets Dress you no longer need to pay the RRP price tag for luxury dresses that you'll never wear again." – Anna Bance, cofounder, Girl Meets Dress
Attico Gabriela Satin Dress, £89 (2 nights), available at Girl Meets Dress
Girl Meets Dress has a membership called ‘Infinite’ – members can hire unlimited dresses each month for a flat fee payment of £99. Delivery and returns are free.
Nothing to Wear
"The inventory is right there, in my closet, in my friends’, in yours… Why buy more stuff than we need, over and over again. I realised that the thrill resided in wearing something for the first time, whether it was new, borrowed or vintage. The excitement came from the new experience, not the newness of the outfit." – Cyrine Allani Joaristi, CEO & founder, Nothing to Wear
Christian Dior Limited Edition Leopard Print Calf Skin Saddle Bag With Red Trimming, £75 (4 days), available at Nothing To Wear
Nothing to Wear donates £10 from every rental to Save the Children UK
Wear The Walk
"It’s a really interesting time for the fashion industry, and retail in general. Traditional ways in which consumers behave are changing, you only have to look at the Burberry scandal or the demise of department stores to see the shift. As consumers, we’re becoming more conscious of the health and environmental impacts of our decisions, so people now are actively seeking alternatives to buying. I see rental as something that has the power to disrupt and categorically improve a broken industry. I believe that everyone in the world should own only a capsule wardrobe and rent the rest (from WTW obviously). Hopefully, we’re creating an easy and affordable way to access Insta’s #ootd." – Zoe Partridge, founder, Wear The Walk
Starsica Check Blue Dress, £50, available at Wear the Walk
Higher Studio
"The ever increasing speed at which images and goods are consumed has been driven by Instagram culture and fast fashion. The tides aren't going to turn so it's a matter of feeding the phenomenon with a circular rather than linear use of resources. It's not the desire to experience new fashion that's the problem, but the ownership of items that are under-utilised and discarded. By paying for the performance of resources rather than ownership, we can refocus on what performance is required from an article of clothing – it should be about experience and wellbeing rather than a moment in which you are seduced by hanger appeal." – Sara Arnold, founder, Higher Studio
Shrimps PVC Coat With Faux Fur Trim, £50 (7 days), available at Higher Studio
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