How can consolidate our love of fashion with a sustainable lifestyle? That’s the million dollar question, and one that is ever-present in our minds, particularly as we come to the end of Fashion Revolution Week. Yes, we can wash our clothes less, make an effort to shop vintage and wear organic cotton, but fundamentally disrupting and changing the global machine that is the fashion industry? That can seem like an insurmountable challenge. That’s where rental fashion comes in.
As a generation, we embody a bit of a contradiction when it comes to our shopping habits: Firstly we want newness. When do we want it? Now. We enjoy the variety and immediacy offered up by e-commerce fashion, yet, at the same time, we crave authenticity, and are demanding more from retailers—be it transparency or a more personalised shopping experience (so long corporate anonymity).
With sustainability set to be a hot topic for 2019, rental fashion sites are offering a seemingly simple solution to the inconsistencies in our attitude to fashion. Already a firm fixture in the US—last week Rent The Runway was valued at $1 billion—clothing rental in the UK has, up till now, only occupied a niche section of the market (think bridal suits for ushers). But that’s all about to change.