Remember that iconic scene in Sex and the City, when a sales representative rudely tells Samantha Jones, “It’s not a bag, it’s a Birkin”? That is the quintessence of luxurious fashion —exclusive, desirable, and, more often than not, out of reach for most. However, with the rise of fashion rental services, luxury brands are no longer just a distant dream for many.Â
In today’s world, where the focus on sustainability is exceptionally high, fashion rental services have emerged as a smart solution. They bridge the gap between the elite and everyday people, making more individuals indulge in high-end fashion without committing to exorbitant costs. The concept is brilliant in its simplicity: rather than spending thousands on a designer item, one could rent it for a fraction of the price. It is a shift from affordability to really making intelligent and conscious decisions that are sensitive to the environment.
Take Sanktum, India’s first luxury handbag rental platform. Anushi Patel and Rangoli Kute are leading the way with a subscription-based platform that provides access to more than 100 designers in all types of handbags from international labels and local brands like Hermès, Louis Vuitton, Bottega Veneta, Loewe, Sabyasachi among others. At the centre of this movement is conscious consumerism. What is at stake for these rental services is the opportunity to give an individual a different choice in terms of sustainable consumption. The subscription platforms echo reminders of consuming less and thinking sustainably while enjoying luxury and style at your doorstep. Subscribers could enjoy a revolving line of designer handbags, adding a taste of luxury to their lives that would otherwise be prohibitive for most.
Owning less and experiencing more is the new fad in today’s fast-moving world. Fashion rental fits in nicely with this scenario, offering flexibility and variety. Be it a special occasion, a corporate function, or just a simple whim to try something fresh, everything could be taken care of with these rental services. For the luxuriant needs of very unique and different personality traits, at the same time fashion-forward comforts, it does this without the hassles of actually owning.
Another noteworthy example is a multi-designer rental concept store called Two Extra Lives in Bombay. The idea here is to provide a space for highly curated fashion pieces that are handpicked from small towns and cities across the world that often go unnoticed. By making these items available on a rental basis, Two Extra Lives hopes to make a difference in breaking the cycle of fast fashion. In simple terms, their mission is to subvert fast fashion and its constant drainage of Earth’s resources. Built on the philosophy that we cannot consume the way we are at present, Two Extra Lives is charting a course toward sustainability and a healthier tomorrow by choosing more innovative ways of consumption and lifestyle for our betterment and future generations.
As we move forward, luxury is becoming sustainable. Fashion rentals are not just about affordability; they’re about making smarter, greener choices. Through renting and not purchasing, you decrease the demand for new products. That essentially equals less production, which means more negligible waste and lesser carbon footprint. The fashion industry is one of the most significant pollutants; therefore, reducing the number of new items produced helps immensely.
Fashion rentals also leverage a circular economy: instead of a dress or handbag worn a few times and tucked away in some closet, it gets used by many. With this model, the life of each item is maximized and less waste is generated. You get all the fun of new fashion without adding to the ever-growing problem of textile waste!