Rental fashion, once reserved for special occasions like weddings or galas, has now entered the mainstream, changing how we think about shopping and sustainability.

At its core, rental fashion challenges the traditional idea of ownership. Platforms like Rent the Runway (popular in the US), Hurr (a London-based favourite), and By Rotation (which doubles as a peer-to-peer rental app) have made it possible to borrow everything from designer gowns to everyday staples. These platforms cater to a generation that values experiences and sustainability over accumulating possessions. Why buy a dress you’ll only wear once when you can rent it for a fraction of the cost? With the growing (and welcomed) trend of minimalism and the idea that less is more, rental fashion has been taking off.

Social media plays a role in this shift. Platforms like Instagram and TikTok have created a culture of “outfit repeat shaming,” where wearing the same look multiple times is often frowned upon. This pressure has led to the rise of “fast fashion hauls,” but it’s also spurred a counter-movement—one that rental fashion embodies. By renting, consumers can constantly refresh their wardrobe without buying into the wastefulness of fast fashion. Rental fashion taps into the desire for novelty without the guilt of overconsumption, making it an ideal solution for influencers and everyday users alike.

Rental fashion is a fascinating example of the sharing economy, a concept popularised by platforms like Airbb and Uber. This relates to the economic concept of resource efficiency. Rental platforms maximise the usage of a single garment by extending its lifecycle and its consumers, reducing the need for overproduction.

Culturally, rental fashion aligns with the values of a generation that is increasingly sceptical of traditional capitalism. The idea of borrowing instead of buying reflects a broader shift toward valuing shared resources and collective responsibility. It’s also a practical response to financial realities. With the cost of living crisis hitting young people particularly hard, renting allows consumers to access high-quality, designer items without the long-term commitment or financial strain. This model democratises fashion, offering everyone—from students to professionals—the opportunity to wear aspirational brands like Gucci, Prada, or Self-Portrait.

Despite its appeal, rental fashion faces challenges. For one, it’s still primarily geared toward occasional wear. While brands like Le Tote and Nuuly offer everyday clothing rentals, the model has yet to gain traction as a full replacement for traditional shopping. Additionally, inclusivity remains an issue, with limited size ranges and styles that don’t always cater to diverse body types or personal preferences. Addressing these gaps will be key to the industry’s long-term success.

Whether you’re renting a designer gown for a wedding or a statement blazer for a job interview, one thing is clear: fashion doesn’t have to be owned to be impactful.