Style for Hire: Six fashion rentals to try now

Think designer dressing is beyond your budget? Thanks to the fast-growing rental industry, you can now wear big-name labels for as little as £10 per day. Maddison Palmer reports for Velvet

In Sex and the City: The Movie, back in 2008, many of us will remember Jennifer Hudson’s character Louise renting her designer handbags. Louise was ahead of her time: today, rental is one of fashion’s leading - and fastest-growing - trends.

Though the market is still emerging, demand for rental designer clothing, bags, shoes, accessories and jewellery is already colossal. From brands like Gucci and Dior to & Other Stories and Whistles, rental services are revolutionising fashion. Apps and collaborations with designer department stores like Selfridges will become the norm in the future; in the UK alone, the market is predicted to be worth £2.3 billion by 2029.

There are numerous reasons for this boom. Fast fashion is one of the biggest issues affecting the environment, with items being dumped in landfill an extremely prevalent problem. As we emerge from the pandemic with unsold stock set to haunt players for the foreseeable future, renting is a sustainable solution.

The current unprecedented climate has also further highlighted the importance of shopping smart, and numerous rental services are tailored to the savvy consumer. Finally, with ‘revenge buying’ expected to rise in the wake of the pandemic restricting sales over the last year, renting is a sensational way to release some pent-up fashion steam.

Here are six of the best rental services to try.


This fashion rental app supplies in-demand products for both women and men. The renting time frame is very broad from just one day to 12 months. The exclusive aspect of By Rotation is that users can lend, rent and purchase all through the mobile app. Its effective social media presence means users are encouraged to post pictures, IGTV and stories to their Instagram, creating a social buzz for the service.

Aimed at sustainability conscious people with a passion for clothing, it’s perfect for shopaholics that desire a more environmentally friendly option. This app is also great for busy business professionals that have a lack of time: “For our time-poor and wardrobe-heavy Rotators, or those who require discretion, we offer a wardrobe management service.” This ground-breaking service selects a number of items that are suited to your tastes, leaving all of the hard work to the app.


Bottega Veneta Jodie mini bag in Chalk, £100 per day

Daily Sleeper party pyjama set, £10 per day

Jacquemus tie-front shirt, similar £11 per day


Made for customers who adore designer labels but cannot afford to buy outright and people who move with fast-paced fashion trends but desire a sustainable solution, Cocoon is a subscription service for bag lovers. With weekly drops and new-season, pre-owned and limited-edition vintage bags available, the website has pieces to suit every style, occasion and personality. Cocoon’s circular vision aims to keep designer bags circulating for much longer than a single purchase. You can hold onto the bag for up to six months.

The website offers three memberships: Light Membership, £49 a month, allows access to the Light bag Collection and one monthly complimentary swap; Premium Membership, £79 a month, permits access to the Light and Premium bag collections and one monthly complimentary swap; while Deluxe Membership, £99 a month, grants access to the Full collection and two monthly complimentary swaps.


Bottega Veneta padded leather Cassette bag

Vintage Guccissima jacquard baguette

Loewe woven leather basket bag


A rental website that offers clothing only for both women and men, The Devout is distinguished by its everyday options. Although occasion wear is available, the casual selections are much stronger, making this site ideal for fashion conscious individuals who desire cheaper alternatives, yet regular wardrobe changes.

The Devout rents multiple designer brands’ clothing at a price of £79 a month for five items, making the service incredibly accessible. The company’s main aim is to “help save 350,000 tonnes of clothing waste from going to landfill”.


Whistles leather blazer

Whistles sweatshirt

Striped summer jumpsuit


My Wardrobe HQ offers a rental service for clothing, shoes, bags and accessories from a minimum of four days up to 14 for women and, uniquely, also children. Some of the items rented out are unsold stock from designer brands, which will bring forth countless items after the global pandemic fashion slow-down.

My Wardrobe HQ is aimed at fashion-focused individuals with a unique style and an appetite for designer brands. A desirable aspect of the site is its exclusive selection of clothing and accessories sourced from wardrobes of celebrities and influencers including Arizona Muse, Poppy and Chloe Delevingne, Olivia Buckingham, Roxie Nafousi, and Caroline Fleming.

Similar to By Rotation, My Wardrobe HQ offers a My Stylist service. It is available to all customers via the subscription service: subscribers receive two visits per year via the mobile fitting service, where brand stylists will deliver up to 50 selected items that can be tried on in the comfort of your own home.


Loewe bag

Pink loafer-style mule

Striped dress


Rotaro’s brand statement is‘Rent, Reduce, Repeat’. It allows you to choose an occasion for which to rent an outfit, offering clothing and bag options for four to 12 days. The website is aimed at sustainability-focused individuals, who crave seamless services and want to experiment with their personal style at a more cost-effective price.

Rotaro’s occasion options are: Party, Dinner, Wedding, Brunch, Work, Holiday. They encourage users to tag in their social media posts, creating brand awareness. A matchless feature of Rotaro is their next-day delivery option, free returns and a trying on service.

Fitting with the company’s focus on sustainability, Rotaro stocks green brands, its garments travel carbon neutral and are packaged in reusable bags.


Baum und Pferdgarten blazer, from £19

Birger Christensen check midi dress, from £39

Simona lilac maxi dress, from £20


HURR Collective, official partner of Selfridges, is a rental service for top end luxury designers. It allows customers to lend or rent clothing, shoes, bags and accessories. Items can be rented for four, eight, 10 or 20 days and, with assistance via both live chat and AI technology, HURR Collective can help you find your dream pieces.

Aimed at luxury brand addicts, avid Selfridges fans and fashionistas with a higher rental price-point, the website features helpful links to staycation, daytime, back-to-work and day-to-night fashions. HURR Collective believes that keeping up with the latest fashion trends shouldn’t cost the planet; each item description features a handy environmental savings section.


Lovers & Friends Brexley midi dress, from £36

Balenciaga navy pouch bag, from £67

JW Anderson chain loafer mules, from £65

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