Fashion rental services have gone from relative obscurity to stealing the fashion limelight, especially in recent years. Thank the perfect storm of an awareness of sustainability in fashion, a shift to rejecting fast fashion and the cost-of-living crisis which makes mindless purchases a thing of the past.
By Rotation, founded by Eshita Kabra-Davies, began gaining momentum before the start of the pandemic in October 2019 and continued to grow despite the worldwide crisis. Even though there were no parties to attend, or gatherings to gather at, the sharing of luxury and everyday clothing on peer-to-peer platforms such as Kabra-Davies’ gained popularity by the truckload as users sought any sort of excitement to liven up a life in lockdown.
By Rotation’s following grew from 12,000 to 25,000 in less than a year and sits at a comfortable 172,000 at the time of writing. The popularity of other fashion rental services told the same story: think My Wardrobe HQ and Front Row 2016.
Dress collectors everywhere began recouping money on their favourite purchases while allowing passionate but financially-challenged fashion enthusiasts the chance to rent their frocks for a fraction of the cost. Whether to wear for a dinner date at home, or at the end of lockdown, rental fashion has put a smile on the faces of many.
Rent a birthday dress, a party dress – heck, even your own wedding dress - and save the big money for the future. Gone are the days of buying and wearing once; circular fashion has arrived, and it’s here to stay. Don’t get us wrong, the luxury fashion market isn’t going anywhere. It’s just becoming more accessible – and it’s no bad thing.
My Wardrobe HQ is shifting to a model in which dress-owners who list their pieces must also opt into selling, should a renter become unable to part with their frock – thus giving the garment second life for a second-hand price.
Luxury fashion is therefore becoming increasingly attainable, but in different ways. It’s no longer about collecting archive pieces to sit pretty in your closet, it’s about enjoying those special garments, sharing them with others, and taking them out to play.
We tried three of the best rental dress services in London to check out their service and offering just in time for sparkle season.
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By Rotation
Size range: UK 4-26
Rental period: Minimum three days – As long as you and the renter agree
Starting day rate: Dependent on seller
Store: Temporary pop-ups
Though mainly an online service, By Rotation often hosts popup stores across London for try-on sessions with the help of on-hand stylists. We popped into their most recent event with Cult Beauty in Soho, and were met with a technicolour display of feathers, sparkles, effervescent jacquard and high heels as reflective as disco balls. ‘Twas any magpie’s dream.
With limited floorspace, By Rotation only had UK sizes 6-12 to hand for try-on, but the app and website include a size range of 4-26. In person, the process of renting is extremely simple. Simply check the tag for the going day-rate, and as it’s available to try, it’s available to rent.
Via By Rotation’s app, you can browse over 45,000 listings, which you can filter by colour, size and brand, and request your item. You’ll communicate directly with the lender about the item, and you’ll only be charged once your request is accepted. Lenders are responsible for the item’s receipt, return and cleaning, and can arrange delivery or pick-up.
We particularly adored the range of cult favourite and viral dresses that By Rotation had on offer. Writer Saskia Kemsley tried dresses from labels like House of CB, The Vampire’s Wife, Nadine Merabi and Silvia Astore. Accessories were also in the mix, including heels by Mach Mach and a Shrimps purse.
By Rotation is certainly a Gen Z girl’s paradise, for both pop-up and app are chock-full of Instagram and Tik Tok viral dresses worn by the likes of your favourite influencers and It-girls.
If there’s a dress you’ve seen on a particular personality that you can’t stop thinking about, chances are you’ll find it here.
Buy now, By Rotation
Front Row
Size range: UK 4-16
Rental period: Between three – five days
Starting day rate: Between 10-15 per cent of the retail price
Store: Private try-ons available via appointment, concessions in Fenwick locations
ES Best Shopping Editor Ellie Davis headed to Front Row’s pop-up in Knightsbridge to look at its selection of luxury fashion, but you can also book an appointment via Front Row’s website for a private try-on session at their central London suite. Front Row additionally has concessions at Fenwick’s on Bond Street, as well as Fenwick Newcastle.
Ellie tried on a crystal embellished gown by Gucci, a similar frock from Alessandra Rich and an adorable oversized bow number from 16Arlington – though the latter is not currently available on Front Row’s website. She also had a selection of accessories to choose finish off the looks, including matching clutches and sparkly stilettos.
Front Row refers to itself as a ‘full lifestyle’ service, meaning that a stylist will always be on hand to guide you through the often-overwhelming depths of luxury fashion. It also means that, other than renting or listing an item, the entire handling and dry-clean process is up to Front Row. This easy goodbye to your dress makes the entire process incredibly seamless, all you need to do is stick on a pre-paid return label.
Another wonderful distinguishing feature about Front Row is that it is the only UK-based luxury rental service that offer pieces from luxury Indian designers such as Sabyasachi, Gaurav Gupta and Rohit Bal. Front Row has been in the rental game for a while now, and it’s the perfect, reliable and steadfast option for weekend jetsetters, red-carpet attendees and luxury dinner and wedding party guests.
Buy now, Front Row
My Wardrobe HQ
Size range: UK 4-28
Rental period: Between four – 14 days
Starting day rate: From 10 per cent of the retail price
Store: Permanent concession at Harrods
Finally, the My Wardrobe HQ’s concession at Harrods. We tried pieces from British labels such as House of Sheldonhall and Jenny Packham, as well as some vintage pieces by Chanel and Dolce and Gabbana.
Like Front Row, My Wardrobe HQ manages the whole process for both lenders and renters to ensure security, cleanliness and timeliness. However, where My Wardrobe HQ differs is that it’s slowly phasing in a compulsory purchase opt-in.
This means that all those who list their pieces for rent, must also be willing to accept an offer for purchase at a previously agreed price. Though fantastic for renters who have become unable to part with a garment, it might steer lenders away from this platform.
My Wardrobe HQ often works with celebrity and editorial stylists, which means you’ll practically be plucking rental looks straight out of magazines and red-carpet pap shots for your next party or event.
Though incredibly contemporary in this sense, My Wardrobe also offer a select range of vintage designer treasures for those who were simply born in the wrong century.
Buy now, My Wardrobe HQ
Verdict
For viral fashion heaven and a true peer-to-peer experience, By Rotation is the best service on offer for you. However, if true luxury and a seamless experience is more your speed, you’re better off choosing between Front Row and My Wardrobe HQ.
