Unlocking Wardrobes: The Rise of Fashion Rental Services

Written by Katrina Oro

Fashion rental services have emerged as a transformative concept, revolutionizing the way people experience fashion. These businesses provide a unique proposition by giving individuals short-term access to a wide variety of clothing and accessories. People are able to rent high-end products rather than purchasing them outright, making luxury fashion more accessible. This concept has gained significant traction over the last decade.

Rental Fashion’s Growing Availability

Previously, rental services were primarily used for tuxedos and in the film/television industry, providing clothing for big events. Now, these services have found a new wave of popularity through influencer culture. Creatives (Influencers) have large social media followings and play a vital role in promoting fashion rental services. 

Many people dream of wearing luxury brands, but the price tags associated with these items often make them unattainable. Not only this, but the growing disapproval towards fast fashion and fashion waste is causing consumers to seek alternative approaches that prioritize sustainability. With their potential to make clothing more accessible and reduce peoples’ fashion footprint, fashion rental services are gaining wider recognition and changing the way we approach what we wear.

The perception surrounding fashion rental services has changed over the past several years. Historically, people valued purchasing luxury items as a means to show off wealth or owning an authentic high-end item. However, the younger generations hold a different perspective on fashion rental services. The rental concept is increasingly gaining popularity across generations as it becomes more widely available. Instead of placing importance on owning expensive items, versatility and the ability to experiment with clothing and accessories have come to the forefront. Individuals now value the opportunity to try different styles without the cost associated with a purchase. In this evolving landscape, creatives have been the impetus of rental service’s popularity and prominence.

Social Media Opens Up Possibilities

Through social media partnerships, fashion rental services collaborate with creatives to create sponsored content that reaches their large follower base. Platforms like TikTok and Instagram have become popular mediums for creatives to showcase their rented outfits and provide reviews or styling tips. “Lookbooks” and GRWM “Get Ready With Me” videos are particularly effective in conveying the appeal of rented fashion in a way that coincides with the fashion creatives’ usual content.

Additionally, creatives are often sponsored to utilize rental services for special events including red carpet events, award shows, or movie premiers. By sharing their personal experiences of selecting and styling rented outfits for these events, they are showcasing the accessibility and affordability of luxury fashion items to their followers. 

With fashion rental services popularity on the rise, it’s important to be aware of certain limitations before choosing a platform for you. Each company has different offerings, so as a potential customer it is essential to have a clear understanding of the services being provided.  Here are some key considerations when selecting a service: 

• Make sure the protocols of the service, including the inspection process and hygiene practices align with your expectations. 
• Pay attention to the sizing information. Detailed sizing information and size guides will help you determine your fit.
• Check out the customer support channels provided by these services. If they are communicative, prompt, reliable, and responsive, they will more likely be able to help you with any issues or concerns.
• Make sure to read all policies before choosing a service. Understand the duration of the rental period, any late fees, and the return process. Look up their shipping process, including the delivery timeframe, costs, and instructions. Also take into account the turnaround time, which encompasses the duration from product selection to delivery.    

There are many different rental services to choose from. Finding one that aligns with your standards, requirements, and preferences is important. By going through this checklist, you can make an informed decision when selecting a fashion rental service for you. 

Today’s services go beyond luxury pieces, encompassing a wide range of options such as vintage and everyday wear. Whether you’re looking for a glamourous ensemble or casual outfits to add to your wardrobe, here are just a few notable rental services: 

Image via renttherunway.com

Rent the Runway is a popular rental service that allows users in the U.S. to rent and subscribe to clothing based on occasion. Whether you’re looking to rent an outfit for a special occasion, work, vacation, or even everyday wear, their extensive inventory gives individuals access to over 750 designers. They offer subscription plans from $79 to $149 for the first two months.

A 20-item plan is available starting at $169. All plans are completely customizable, and you can pause or cancel anytime. Each plan starts at five items at a time and you choose how many shipments you want. Customers are able to hold onto items for weeks or months but each item you keep will count as a spot in your next shipment. 

With each membership, customers will receive rental insurance coverage for any minor mishaps or general wear and tear. Significant damage, lost pieces, and theft are not covered. If this happens, customers will be charged the “To Buy” price of the item plus applicable tax. When you’re ready to swap for new items, pick your new items before sending anything back.

If you love a piece, you have the option to purchase it! Shipping is free for members. One-time rentals are available to reserve single items in advance for a specific occasion, with a standard shipping rate of $9.95 or next day shipping of $35. Members receive 25% off for all one-time rentals. To ensure the items fit, each rental includes a backup size at no additional charge. Rent the Runway caters to a range of sizes, from 0 to 22. The rental price also includes dry cleaning, making the return process easy for customers. 

Accessing Tulerie online. Photo: Pail Sieka, Image via paulsieka.com

Another notable service is Tulerie, a U.S.-based online peer-to-peer rental app that allows women to rent their designer clothing and accessories out to each other. Their curated closet includes a mix of luxury and emerging brands.

Tulerie customers who want to rent clothing by requesting items are called “borrowers.” The people who rent out their gently used clothing are called “lenders.” 

Tulerie’s invitation-only status means that both lenders and borrowers must be interviewed by Tulerie before they are accepted into the network. This is to ensure that everyone in the community feels secure, as if they were borrowing something from a friend and not lending something to a complete stranger. 

After choosing their delivery date, borrowers can rent items for a 4, 10, or 20 day period. Lenders are responsible for shipping their items to borrowers after they accept a request. Items are individually priced, offering flexibility in terms of affordability and choice.

Tulerie takes about 18% of commission from rentals and lenders keep the rest. Items cannot be shipped internationally. Orders under $500 have a shipping rate of $10, while orders $500 and over include free shipping.

Once the borrower receives an item, they will have 24 hours to report a fit issue and return the item back to the lender. Borrowers will receive a refund of the rental fee minus shipping for any unworn items.

The brand does not provide packaging, instead they encourage their members to ship items in reusable garment bags, reuse packaging, and go plastic-less. Tulerie carries sizes from XS - XL (0 - 14), with products including clothing, jewelry, bags, and shoes.

Nuuly packaging, Photo: Crystal Cox; Image via businessinsider.com

For vintage or everyday wear, U.S.-based brand Nuuly provides clothing for many different occasions, including festivals, vacations, work, or fancy outings. As an URBN company brand, you’ll find clothing from shops like Urban Outfitters, Anthropologie, and Free People.

They operate on a subscription basis that can be paused or canceled at any time. For $98 a month, customers can rent any six styles of their choice. Up to four additional items can be rented for $20 each. Free domestic shipping is included with the subscription. Nuuly does not ship internationally.

Products are delivered in rental totes made from post-consumer plastic, eliminating the need for poly bags or plastic hangers. Each rental tote replaces approximately 40 cardboard boxes! The brand offers petite (00P - 18P), standard (00 - 18), and plus size (16W - 34W) clothing, providing inclusivity and options for a diverse range of body types.

To ensure the lifespan of their clothing, they professionally treat and remove stains, ensuring a high-quality selection. Customers may buy a product they rented, and the rest of the products are sent back to be rented again.

Nuuly even has a “Nuuly Thrift” resale marketplace where you are able to buy and sell clothing. You can transfer your earnings to your bank account or convert them to Nuuly cash which is worth 10% more at Nuuly Thrift and other URBN brands.

Customers can refer a friend to the platform using their personal share link, which will gift as many friends as they’d like with a $20 Welcome Invite. For each friend that subscribes, customers will be rewarded with $10 off a month’s subscription with a maximum of 12 rewards per year.

Image via theguardian.com

Girl Meets Dress is a London, UK-based rental company that caters to fashion-savvy individuals throughout Europe. They carry over 150 designer brands that offer dresses, accessories, and jewelry with no need for a subscription or account.

Users can simply browse through a wide range of products and choose to rent them for either two or seven nights. They offer an “Infinite” membership for £99 a month, but it is unfortunately only available to UK residents. Membership allows you to choose up to three dresses per order. Once your order is returned, you are able to immediately reorder for an unlimited amount of orders per month. This gives you a wide variety of items to endlessly refresh your wardrobe. 

The standard rental is two nights, but you are able to rent for a full week as well. If you need an item for longer than seven days, you can contact customer support and they will work it out with you. Free next day shipping is included. Same day shipping to customers within London is available for an additional £20.

The members receive personalized dress suggestions from Girl Meets Dress stylists, complimentary personal styling appointments, and member-only offers and discounts. Girl Meets Dress also offers insurance for £7 per order to cover zipper breaks, hem damage, or other minor mishaps that require small repairs.

To try the dresses on in person, you can book an appointment to visit their showroom in London. Mail order customers can take advantage of their Advance Try On service.

If your event is more than four weeks away, you can order three dresses to try on immediately and then return. The dress you choose will then be shipped back for your event.

Girl Meets Dress ships via DPD starting at £9.95. When it comes to size and fit, they offer sizes UK6 - UK16. A 24 hour time frame is provided in which renters can try 1-3 sizes before renting the right size for them. If none of the sizes meet their expectations, Girl Meets Dress will gladly provide a full refund. 

Dresscoded showroom in Munich; Image via dresscoded.com

Dresscoded is a German fashion rental service that offers dresses, dirndls, and accessories for customers throughout the country. They also have a vast selection of lingerie available for purchase so customers don’t have to go through several shops to put their outfit together.

All rental items are 15 - 20% of the original purchase price, making Dresscoded a more affordable option for individuals. Customers have the choice to make an appointment with stylists at their showroom in Munich. They carry sizes UK32 - UK44 and offer a free replacement size if available, as well as length adjustment for an additional charge of €40. Dresscoded will help guide you towards the best fit for your figure.

Check out the “Figure Types'' section on their site to gain some insight on what to look out for with your shape, including styles to avoid or styles that can accentuate your features!

Customers enjoy a rental period of 4 or 8 days and choose when they want their products to be delivered. Standard shipping through DHL is €6.90 while express shipping is €16.90. A free self-pick up option is also available.

For your short-notice occasions, you can try pieces on at the showroom and take it with you on the same day or get it shipped within 24 hours via DHL express. Dresses rented from the showroom may be returned directly to the shop. Otherwise, customers can easily return products by putting the goods in the shipping box, using the enclosed return label, and dropping off the package at the nearest post office before 3pm on the last day of the rental.   

Image via fashionweekonline.com

Spanish rental company Ecodicta ensures that customers receive a fresh selection of different garments every 1 - 2 months. Items from the company’s circular closet are managed by their stylists. The ‘Circle’ box offers five items for €49.90 and a 30 day rental period, while the ‘Conscious’ box is €79.90 for eight items and a 60 day rental.

Within 1 - 5 days, your box will arrive and you have 24 hours to swap out any items that don’t work for you. Each rental box includes a service package that consists of surprise garments that are specifically selected for you, laundry service, shipping, insurance that covers any small damages, and a purchase option for clothes you want to keep. If garments in your box have been chosen by Ecodicta stylists and were of an inappropriate style or size, notify Ecodicta before midnight on the day of delivery. They will then replace the garment free of charge. 

Customer-selected items that don’t meet their expectations can be returned for a charge of €10 as long as you contact Ecodicta before midnight on the delivery day. If you want to try on any pieces in person, you can make an appointment to visit the Ecodicta’s location in Madrid. Customers are also able to pick up their boxes straight from the warehouse by indicating it in the order notes.

You will be notified when your order is ready to arrange for pick up. For those looking to rent for a shorter period of time, “Ecodicta Night Out” allows customers to rent their favorite look and enjoy it for six days before returning. Ecodicta offers sizes from EU32 - EU44 (XS - XL) and carries over 70 brands, many of which are emerging and/or sustainable!  

These companies serve as examples of the rental industry. Catering to different preferences, needs, and budgets, they provide convenient and sustainable alternatives to traditional fashion consumption. Renting clothes offers customers access to fashionable items without the expense of purchasing them. This accessibility is particularly beneficial when it comes to everyday wear.

Individuals are able to embrace the fast-paced environment of fashion and keep up with changing trends without the pitfalls of fast fashion. By renting clothes, people can experiment with styles outside of their norm to discover new looks.  Renting also allows individuals to enjoy high quality items that they may not have been purchasing outright. 

The reuse and rewear mindset that surrounds fashion rental services aligns with the growing interest in sustainable practices within today’s society. Renting clothes allows fashion items to have longer useful life cycles, lowers individual consumption, and may reduce landfill accumulation. It’s important to note, however, that the transportation needed to deliver these items on a regular basis has negative effects on the environment.

Long-term rentals and or rentals from regional rental services will minimize shipping and reduce environmental impact. Fashion rental services offer an alternative to the constant buying of trendy, lower-quality clothing and accessories typically associated with fast fashion. These services prioritize well-made items that are carefully curated, allowing individuals to rent original, high quality pieces.

Fashion rental services allow individuals to express their style and stay up-to-date with the latest trends on a smaller budget. As acceptance grows, the rental industry will continue to diversify, hopefully, to include more options worldwide.