On Monday morning, October 5th, TV star Holly Willoughby wore a beautifully rented pink floral dress from a rental service called Hurr to present This Morning.
"Morning Monday... Grey day = pink dress! @joechef_ is making a chicken noodle soup on @thismorning today and I can’t wait!!! See you at 10 am... thanks @danniiwhiteman for finding this rental @_sau_lee_ dress from @hurr ... such a great way of injecting your wardrobe with something new that doesn’t only get worn once or twice... #sustainablefashion #hwstyle"
- Holly Willoughby, English television presenter, model, and author, on Instagram
The designer dress by Sau Lee is sold at a retail price nearing £400. But it is available to rent starting at £55 on Hurr Collective. The site also stocks mid-range brands such as Ted Baker, Ghost, Whistles, and French Connection.
Renting is a powerful sustainable fashion choice that limits the negative impact of fashion on people and the environment. Clothing rental is becoming more and more common as an affordable and sustainable way of renewing your wardrobe.
By renting your clothes you can afford usually expensive slow fashion on a budget. More and more people resort to renting their clothes, especially for special occasions such as parties, weddings, during pregnancy, and more.
Rental businesses and fashion libraries are opening up all over North America and Europe. Many designers partner with rental companies to offer consumers the possibility to wear their clothes for a fraction of the price.
Some fashion rental companies even offer a subscription for customers wanting to refresh their clothes more regularly.
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About the Author: Alex Assoune
Alex Assoune (MS) is a global health and environmental advocate. He founded Panaprium to inspire others with conscious living, ethical, and sustainable fashion. Alex has worked in many countries to address social and environmental issues. He speaks three languages and holds two Master of Science degrees in Engineering from SIGMA and IFPEN schools.