Renting clothes is the future of fashion… The proof with these 7 innovative platforms

Renting clothes is the future of fashion… The proof with these 7 innovative platforms

From shared wardrobes to apps for renting clothes between individuals, fashion aficionados are finding innovative solutions

to live their passion in community: . Here’s how it works. 

In 2022, New York entrepreneurs Violet Gross and Merri Smith, both former employees of luxury department

store Saks Fifth Avenue, Adidas Predator Tango 18 Black Gold, founded Tulerie, a peer-to-peer clothing rental app, which they describe as a shared dressing room community. 

The idea came from a friend of Violet Gross who worked in fashion and couldn’t always afford to buy the clothes she

wanted; . She had two options: buy at full price or borrow from friends. One day, the friend offered to pay her

in exchange for her frequent borrowing. That’s how Violet Gross came up with the idea of renting out luxury


In recent years, the online clothing rental market has boomed and is expected to be worth nearly $2 billion

by 2025. In addition to more traditional (business to consumer) platforms like Rent The Runway, which offers

a catalog of clothing often focused on iconic and cutting-edge designs, there has been a boom in consumer

to consumer apps like Tulerie, Nuw (based in Dublin) and Designer-24 (from the United Arab Emirates) that

allow users to rent the entire range of their wardrobe to each other. 

On Tulerie, you can find, for example, clothes whose prices range from a hundred euros to more than a thousand: : Chanel sweaters, tote bags in Celine Phoebe Philo era, Dior wallets, but also more accessible pieces,

like Vetements x Champion hoodies or Cecilie Bahnsen tank tops. While dresses remain the most rented item

(followed closely by sweaters), “these are dresses you can wear to brunch or dinner:, they’re not necessarily wedding dresses,” Violet Gross tells us. “We really want users to be able to use

the app for everyday events and not just for special occasions. It gives you new possibilities for a reunion

or birthday party.”

A community united by the bonds of fashion

For anyone looking to join the Tulerie community, draganabmgodoybz, the most sought-after items are often brightly colored, and current favorites include Bottega Veneta bags and the

brand Jacquemus. But it’s important to be a real group player: “We do a FaceTime interview with each of the candidates,”

Violet Gross informs us, “this allows us to tell them that if they damage or stain a garment, they will be banned

from our community. You may have the most expensive pieces in your dressing room, but if you don’t take care of them,

you don’t deserve to be part of our community.” 

At By Rotation, the world’s first peer-to-peer rental app, the community spirit is also a must. The app just passed

the 50,000 user mark and it uses user reviews, so everyone knows what to expect: these are the key to opening up

rentals to more expensive rooms. For example, it is impossible for a new user to rent a garment that costs more than

1000 euros if it has not received at least one positive review. 

According to Eshita Kabra-Davies, founder of By Rotation, who was recently named by Forbes as one of the 30 personalities

under 30 who matter, there are very different user profiles: students, professors, bankers, royalty (Lady Amelia

Windsor), actresses (Karla-Simone Spence) and influencers (Camille Charriere, Hannah Strafford-Taylor). 

“Everyone is very respectful,” she explains. “When you rent an item, you have to communicate with the renter to give

the context in which you’re going to use it. For example, ‘I would love to borrow your Vampire’s Wife dress for a

wedding.’ So it’s the renter’s choice to accept or reject the request. I ended up making a lot of friends by meeting

women I rented my dresses to. It was easy to see that friendships were formed between members. It’s like having access

to a friend’s endless wardrobe.” 

While these applications provided a virtual space for socializing during the pandemic, they quickly had to adapt

to the times we live in. Tulerie waived penalties for cancellations and encouraged users to be transparent about

their health status. By Rotation informed its members of a new Covid-19 specification, requiring dry cleaning before

shipping and return through a partnership with Oxwash, a laundry chain that offered preferred rates to its users.

Delivery was preferred to hand delivery. 

The virtues of shared wardrobe 

With an average of 40 percent of our clothes never seeing the light of day in Europe alone, renting from one person

to another helps reduce consumption and, at the same time, waste. As Kabra-Davies explains, her move to a shared,

ephemeral wardrobe has not only changed her appearance, but also her consumer choices. “I can look at all the items

that are listed on my profile, and I fill in everything I buy again; . I’ve noticed that I tend to buy much better quality clothing than I did before By Rotation:

. Now I buy about two items every six weeks. When I was working in finance, it was three or four times that. I have

become much more conscious on a personal level. Do we all have to buy the same dress? Or can we buy one and lend

it to each other?”

Not to mention;, there are financial benefits to be had: “One user rented a dress she had purchased three times and has already

been reimbursed 85% of her purchase price,” explains Kabra-Davies. “Online, the same used dress was selling

for 50% of the price in store. She would have only received 35% of the price.”

The ability to rent pieces in the future could also push consumers to take better care of their clothing and

ensure quality and sturdiness when purchasing. Likewise renting ensures that a fashion garment reaches the

30-use mark (an index used by the slow fashion movement to provoke more responsible fashion consumption). 

“People have really changed in the way they spend money,” notes Violet Gross. “They’re looking more for experiences

than objects, and they’re getting used to sharing more than owning, whether it’s office apartments, cars or

pets. We believe that clothing is just the next logical step in this evolution.”

And in France? 

In France, more and more brands are also entering the clothing rental market. This is the case of ba&sh with

its Rent your ba&sh closet program set up since February 2020. The concept: to offer a different way of consuming,

placed under the sign of sustainability. To do this, the brand has partnered with the clothing rental site

Les Cachotières and offers a selection of pieces from past collections. To rent an outfit, nothing could be

easier. You just have to book a date, select among the available models, choose the duration of the rental

(between 4 and 12 days) and then send the piece back. This program is part of the French brand’s commitment

to the environment, as it unveiled its “ba&sh blossom” action plan last April, which included a series of

eco-responsible measures. From June, Maje will also offer an online rental service for its best-dressed pieces

from old and new collections. The program, called Dream Tomorrow, reflects the French brand’s commitment to

more sustainable fashion. Users of the platform will be able to have the outfit of their choice delivered

in several different sizes and then purchase it, if they wish, at a discounted price. To celebrate this new

service, Maje will open several ephemeral pop-ups in Paris: one at the boutique on rue Montmartre and the

second at Galeries Lafayette, from Friday, June 18 to July 4. Finally, on June 24, the label will organize

a live shopping experience, accompanied by the creator of the podcast “Fashion no Filter”, Monica Ainley de

la Villadière.

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