• The rise of fashion rental

    1 month ago - By The Guardian

    Owning clothes is so last year. Rental platforms have been the industry's 2020 success story Cast your mind back to this time last year, pre-pandemic, when a £39.99 polka-dot dress from Zara was the only viral fashion phenomenon getting all the headlines. In retrospect, it's fair to say that its arrival, and swift departure from the shop floor, was probably when must-have-but-will-probably-wear-once culture reached its divisive peak; lauded by fast fashion conglomerates, lambasted by the eco-conscious. Was it really necessary for everyone to own the same dress, asked the critics. What...
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