![]() But evolution has rightly run its course and, if today talking about videotapes makes us feel old, fashion instead has made this mechanism its own, with some success (especially in America or the UK) that suggests that we will still hear about fashion renting. Now, I don’t want to talk boomer, but how nice was it as a child to go to the video store to choose first the videotape, and then the DVD, to watch that evening with your family or friends? Nostalgic moment aside, it was a phenomenon that, at the time, seemed impossible to ever disappear. How so? Or rather, in what ways? FROM VIDEOTAPES TO CLOTHES, THE REVIVAL OF RENTAL ![]() In fact, a new mentality is becoming more and more standard and involves all those forms of conscious shopping: from the vintage phenomenon to the boom of applications such as Vinted and Vestiaire, from the numerous antique markets to the willing people who try their hand at creating their own clothes, “something moves,” to quote good old Galieo Galilei.īut the alternatives certainly do not end here: in an era of globalization and continuous connection, sustainable purchasing trends change, expand and develop, touching more and more targets and increasingly different from each other. Undoubtedly, there has been an increase in visibility due to the Kate Middleton phenomenon, but not only that: fashion renting is, in fact, one of the alternatives to fast fashion in continuous expansion, destined to be talked about more and more abroad, it is already a more consolidated phenomenon, but even Italy glimmers of conversation are opening suggesting how interested consumers are in understanding the actual alternatives to the “ standard” purchase. ![]() So let’s jump onwards to April 2023: back in London, and to Selfridges, I was pleased to see the expansion of the HURR area dedicated to fashion renting and the variety of clothes available. ![]() In December 2022, Kate Middleton, at the Earthshot Prize in Boston, showed off a Solace London dress rented right on the HURR platform. In May 2022, while I was in London, I went to Selfridges and, on the third floor, my eyes were caught by the corner of HURR, a popular fashion renting platform: following this reality on social media, I stopped to understand more closely how the dynamics of rental in the fashion sector worked, with a proposal of garments ranging from Self Portrait to Rodarte, ideal for both formal and non-formal occasions. ![]()
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