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Dale Arden Chong is the Senior Fashion Commerce Editor at ELLE.com. Previously, she was an editor at MensHealth.com and has written for Who What Wear, GLAMOUR, The Coveteur, and more. She loves fashion, food, and art, among other things—but her greatest love is K-pop idol V of BTS. There are a lot of things that come to mind when contemplating the future of fashion. Maybe it’s the rise of digital fashion—as in NFTs, virtual fashion shows, and augmented reality—which seemingly all belong in a galaxy far, far away. Or, perhaps a little closer to earth, it’s the longevity of our clothes and the impact they have on the environment. By now, you’ve likely heard the term “circular fashion,” which, generally speaking, encompasses a lot. That said, it’s also relatively self-explanatory: think of it as the never-ending journey of a fashion item that starts at the beginning and goes on (and on) in various forms to expand its lifecycle. Sartorial reincarnation, if you will.
How we experience fashion is changing, and luxury clothing rental services are becoming a key player in this new era. Mandell believes that the concept of borrowing will become even more prevalent in the next five years, suggesting that major online retailers will also incorporate rentals into their business models. And when you have a growing inventory to choose from (without the long-term commitment), your wardrobe possibilities are—quite literally—endless. Prepare to fall down the sartorial rabbit hole.
For moments when you’re hoping to rent more than just a handbag, fine jewelry, or more specific items, the other option is to rent a full ensemble. This is how Janet Mandell, the founder of her namesake high fashion rental brand, shaped her business. “A missing component in the clothing rental market is a full, head-to-toe look available entirely within one showroom,” she shares. “As busy working and stay-at-home females, time is valuable. I want to create less stress for our clients.” While brands like Mandell’s as well as Vivrelle have showrooms for clients to see products in person, there’s no doubt technology has moved the needle for fashion rentals. Mao hypothesizes that platforms will continue to evolve to meet and serve the demand, with a rise in “apps, websites, Web3, and social media outlets” catering to the market. “Renting doesn’t even have to be physical one day, but digital. There are so many ways we envision luxury fashion rentals to exist, and it’s pretty exciting to see so many people take care of our items as they continue to experience and pay with them.”
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