SUSTAINABLE materials and secondhand are good, but some people are not yet ready to cut back on their wardrobe or spend a lot more to reduce their impact on the planet. One solution could be switching to renting clothes and accessories. This type of service is becoming increasingly attractive to brands, and it could soon become the norm in the fashion industry.


Clothing rental services seemed to be booming at the beginning of 2020 before the pandemic interfered. While they may not have come to a standstill last year, there is no doubt that they have suffered from various restrictions imposed by authorities around the world if you go out less, you don't need as many outfits and from the widespread implementation of working from home same observation as well as, and perhaps especially from the wholesale cancellation of events, parties and night out. Because eveningwear, which one wears only occasionally, is in a way the hook for consumers using these rental services.

The pandemic has indeed had an effect on clothing rental businesses, but it may come to many as a surprise, it may have, in the end, given these services a boost, with several new or revamped services being announced in  recent weeks. We'll explain: the health crisis, which accelerated brands' transition towards more responsible fashion, also contributed to awakening the consciences of consumers, who are now looking for more organic, local, ethical and responsible ways of dressing. As a result, clothing rental appears to be an ecological fighting against waste and economical alternative to purchases.

Selfridges, Maje, Jeanne & Gabriel

Clothing rental services seem to be popping up everywhere these days. A few days ago, Selfridges announced the launch of its online rental service  Selfridges Rental, in partnership with Hurr. What can you expect? High-end clothing for men and women to rent for 4, 8, 10 or 20 days starting at 20 pounds (about US$29) with most services (delivery, return, cleaning) included. For instance, the famous department store chain proposes a Balmain dress to rent from 137.50 pounds, which is 10 times less than its retail price. So why deprive yourself?

In France, Jeanne & Gabriel has gone even further by proposing clothing rentals for children aged 0 to 24 months. An initiative that should please more than one parent as it can be complicated and very expensive to dress babies who are growing at a rapid pace. The concept is simple. You have to order a first bundle (29 euros per month for 5 items of clothing, 49 euros for 10 items) (about US$35-60), which includes everything you need to create at least one complete look to be worn as often as wished. Once the clothes are too small, you just have to return them to receive a new selection adapted to your child's size. Easy as child's play!

As for the label Maje, it has announced the launch of its online rental service for June. It will essentially consist of "dressed-up" outfits to wear to a party, evening event, or wedding, for example. The brand will allow users to have several sizes of the same outfit (dresses, suits and accessories) delivered, or even several models, to find the one that will best suit the event. From both old and new collections, everything will be offered starting at 20 euros per day (about US$24), with the possibility of buying the item at a reduced price if you fall in love with it.

There are of course many specialized rental services that are very popular, such as Rent the Runway, Armoire, and My Wardrobe HQ, which offer this option that seems to have a bright future ahead of it. More than a trend, a real phenomenon.