How luxury rental services are changing our relationship with fashion.

I first learned about the fashion rental service in the 2008 classic film The Dealer. Sex and the City: The Movie. Jennifer Hudson Louise (from St. Louis) on her designer bag “Rent; borrow or steal a bag – it’s like Netflix for a wallet. It’s been 15 years since the movie was first made, and a lot has changed in the fashion industry, especially the world of luxury rental companies.”

In the year In 2023, there are many reasons why you should consider renting out your clothes. I wax lyrical about the benefits of the circular economy, especially in this day and age where fast fashion is taking over the retail space. However, if you—like me—consider yourself a fashion fanatic, there’s more. Huge Reason: an endless (and rotating) closet. And given that a closet can include rare designer handbags from top fashion houses, on-trend labels, timeless jewelry and more, you can bet it’s worth a look. Of course, it wasn’t always this way, but more and more rental services are focusing on different aspects of luxury fashion, and I’m willing to bet that this is just the beginning.

Vivrel showroom.

“The luxury mortgage industry is growing,” said Blake Geffen, founder Snapper, tells ELLE.com in an email. Vivrel currently has a waiting list of 8,000 users and counting, and instead of using a one-and-done business model for rentals, the brand offers a tiered membership, which allows customers to borrow items for as long as they want. , with the opportunity to buy them, too. “We know our customers are always looking to expand their wardrobes, adding fun and trendy pieces, and adding luxury accessories to their lifecycle is important to them and makes the business at Vivrel critical to how they view and interact with their closets.”

Clothing rental services It increased as more and more people returned to the world and left their homes. It makes sense: With the return to the office, new social events – whether casual or formal – and more reasons to ditch matching sweatpants and sofas, many are re-discovering how to dress. But now that they are redefining their personal style and are keen to try out high-quality items, the season for renting items from designer labels has reached new heights.

into the folder

For many fashion lovers, luxury rental simply makes sense. “It’s a sustainable way to do business. Clothing founder Kate Mao says luxury doesn’t have to be a commitment for which we pay high prices. into the folder, a company specializing in rare, archival designer goods. Luxury rentals allow shoppers to try something on, explore a room or style with others, she says, adding, “People are generally more creative without the pressure of a price tag.” Adriel Darvish, co-founder Change– Offers fine jewelry and most recently, Designer handbagsHe echoes this sentiment, explaining that the option to rent high-end units democratizes the fashion space, making it more accessible to people who can’t afford to own something. “Fashion is self-expression, and self-expression is versatile,” he says over the phone. “The vision here is a world where luxury isn’t seen as something you aspire to own, but as an experience to enjoy.” When you think about it, there’s no reason. no i don’t Rentable fashion to check, right? Not to mention, it sets the perfect mood for special occasions like birthdays, weddings, and bachelorette parties.

In addition to brand names, what sets luxury fashion rental services apart is the selection of unique items to rent. “I wanted to create something more fun for a younger audience,” says Mao when discussing how she started her brand, noting that she saw a lack of ultra-rare pieces in the clothing rental market. “In many ways, the Accessibility section is still limited to editorials, stylists, and certain clients… Sometimes, we get very interesting special requests for birthday parties or special anniversaries. This is definitely something we want to start dealing with from 2023 onwards.

For those moments when you’re looking to rent a bag, jewelry, or more unique items, another option is to rent an entire collection. That’s how it is. Janet MandelShe designed her business as the founder of her eponymous high fashion rental brand. “The missing element in the dress rental market is a complete head-to-toe look in one showroom,” she shares. “As busy working and stay-at-home women, time is precious. I want to create less stress for our customers.

While brands like Mandel and Vivrel have showrooms for customers to see products in person, there’s no doubt that technology has moved the needle for fashion rentals. Mao predicts that platforms will continue to evolve to meet and serve the market, with “apps, websites, Web3 and social media outlets.” “Rentals will one day be digital, not just physical. There are so many ways we envision luxury fashion rentals to exist, and it’s exciting to see more people discovering our items and paying with them.

How we experience fashion is changing, and luxury clothing rental services are becoming a major player in this new era. Mandel believes the concept of borrowing will become more widespread over the next five years, suggesting that major online retailers will incorporate leasing into their business models. And when you have a growing collection to choose from (without the long-term commitment), your wardrobe possibilities are—literally—endless. Prepare to fall down the sartorial rabbit hole.

Dale Arden Chong is senior fashion business editor at ELLE.com. She was previously an editor at MensHealth.com and has written for Who Wears What, GLAMOUR, Coveteur and more. Among other things, she loves fashion, food, and art—but her biggest crush is BTS’s K-pop idol V.