Wear, return, repeat

Buying is out. Borrowing is in.

You see the invitation peeking out from the day’s stack of mail, your name and address stamped in gold foil lettering. Fancy.

You open it. The 17^th Annual Save the Speckled Marmot Gala. You think:

It’s been a year already?

That means I have to buy a dress.

Ugh. Who has the time?

Dropping a juicy sum on another outfit I’ll only wear once? No thanks.

But what if you didn’t have to buy anything at all? What if you could wear a stunning designer ensemble without committing to the hefty price tag – or even leaving the house?

A chic, cost-effective solution

Instead of spending hundreds – or thousands – to own a designer outfit, many forward-looking fashionistas are choosing to rent them for a fraction of the cost. The global online clothing rental market is forecast to grow from $1.43 billion in 2025 to $2.75 billion in 2030.

Rental platforms like Tulerie, By Rotation and Rent the Runway make it easy to browse the latest styles, from clothes to accessories, to wear for that special occasion or if you just want to try something new. These services let you borrow pieces either directly from the designer or from a personal wardrobe.

Rental fees start as low as $10, though you’re likely to pay $100 or more to borrow a high-end piece – still, it’s pennies compared to the full purchase price, and with zero buyer’s remorse.

Eco-friendly fashion

The fashion industry – particularly fast fashion – is estimated to be responsible for as much as 10% of global greenhouse gas emissions. By encouraging reuse, rental platforms help ensure that oft-reserved clothing items such as formal wear and designer pieces are used multiple times by different users, which extends their longevity while decreasing overproduction and landfill waste.

According to some estimates, renting a single piece of clothing can reduce up to 24% water usage, 6% energy and 3% CO2 emissions compared to buying a new one. 

Convenience and variety

Real user photos within the app enable you to see the items on previous renters with different body types – so you can see what it looks like in real life. Once you’ve found the right piece, renting it is as simple as entering some personal information and – voila! – your selection appears at your front door.

Once your event is over, simply ship the item back from whence it came. You don’t even have to launder it – that’s covered by the rental fee. 

This means, of course, you’re not limited to what’s available in local shops. Closets from New York to California are your own personal boutique.

And it’s not just for events anymore. Monthly subscriptions let you rent a set number of items – from vacation wear to workwear to everyday looks – with options for both men and women. Love something? Pay an extra charge and keep it. Fashion, now more flexible, accessible and fun.

Fast-forward to the day after the gala. (You looked fabulous.) You box up the dress and send it off with the mail carrier.

And you actually look forward to doing this again next year.

Sources: British Vogue, Market Data Forecast, Time