The rental revolution is in full swing, and we're welcoming it with open arms. Thanks to the access economy, the move away from ownership is nothing new; we drive Zipcars and take Ubers, use Borrow My Doggy to avoid the pain of actually having to train a pet, watch Amazon Prime and order from Deliveroo. But renting is only just taking hold on the fashion front.
While brands like By Rotation, My Wardrobe HQ and Cocoon have been champions of rental fashion for some time, only in the past six months have people cast off their preconceptions of the practice. Now, sartorially switched-on women are renting Cecilie Bahnsen for their wedding day, Rixo and Ganni for their 30th, and Levi's jeans to see if they fit before investing in a pair to own.
The complex wear-once-and-done approach to fashion is fuelled by a heady fusion of Instagram's #OOTD, the nonstop trend cycle and toxically low-priced fast-fashion items. When demand for fresh looks is higher than ever, it makes perfect sense that the platforms which are thriving are the ones that understand consumers' desire for newness and their eco-conscious values.
Now, even more progress is being made. Selfridges, always hot on the heels of sustainable practices in fashion, as seen with its Depop pop-up and Vestiaire Collective space, is hosting rental platform HURR in the retailer's Contemporary Studio as a part of its Project Earth initiative. HURR, the leading wardrobe rental site and winner of the London Luxury Think Tank Sustainable Startup award, will sit in Selfridges' Oxford Street store with curated pieces available to try on and rent for 4-8 days for any occasion.
When the pandemic has seen so many of us analyse our relationships to fashion and shopping, renting special pieces feels like the most environmentally-friendly way to spice up your wardrobe. So, from £36 for a Ghost dress for date night and Rejina Pyo for your mum's 60th, to Self-Portrait for your best friend's wedding, it's time to get renting the pieces you want to feel fantastic in but that might not be worn a responsible amount. Race you to the checkout.