The rental revolution antidote to fast fashion | News

“The a lot more feasible choices to rapidly trend there are, the superior,” reported Shepherdson who joined the rental system in November previous yr.

When she 1st started at the trend rental system, models she spoke to about coming on the system reported renting was “not their priority”.

However, Shepherdson believes inroads have been designed, and the rental market is rising as both of those people and models are turning into a lot more acutely aware of how to be a lot more sustainable with trend.

“Even in the earlier six months things have improved so considerably that models are now approaching us. I really don’t know if we’ve achieved a tipping issue with all the flooding and fires, or whether or not rental is a lot more well regarded now,” she reported.

But a lot more is necessary to modify conduct: “Customers are prepared for some thing unique and a new way of executing things. The achievements of Vestaire Collective and Depop are demonstrating that things can be performed in different ways.”

The business, which enables folks to lease clothes higher than a £200 retail cost from peers and models, currently has a pop-up at section shop Liberty.

Pop-ups are an place Shepherdson hopes to increase: “Rent the Runway in the US has proved what’s been important is smaller pop-ups to enable folks the relieve of dropping off and picking up and making an attempt on,” reported Shepherdson. “That’s what we’ll seem for in the long run.”

My Wardrobe HQ also would like to increase its white label providers, which it has already performed in a offer just signed with a major retailer.

Shepherdson also hopes that designers will start off planning collections purely for rental: “I’ve already spoken to designers who might do that and they are like why would not I. you’ve only bought two or three rentals and you’ve designed the retail cost back again yet again,” reported Shepherdson.