by rotation
Image: ByRotation

These fashion rental services will help you dress more sustainably

13 Feb 2024 | |By Luxury London

As the world wises up to the shortfalls of fast fashion, a new wave of rental services are providing a more sustainable and economical alternative to shopping

“Thanks, it’s a rental” is a phrase you’re likely to hear a lot more of in the future. Where once the idea of borrowing somebody else’s clothes — and not just anybody’s, but a stranger’s — would have seemed weird, today the fashion rental industry is thriving, with an increasing number of savvy shoppers signing up to a wave of exciting new services, and their sustainable credentials, in droves.

In a world where we rent out other people’s homes, borrow their dogs, drive their cars and share their workspaces, it seems only natural that the access economy would eventually reach our wardrobes too. The peer-to-peer fashion rental service is a relatively new concept in the UK, with the earliest example, Hurr, launching just six years ago, in 2018. But in the past year alone the industry has seen exponential growth. According to Drapers, GlobalData forecast that the UK rental market will be worth £2.9 billion by 2029.

Conversations around sustainability have been bubbling in the fashion industry for a while, and this new mindset, coupled with the uncertainty of the pandemic, has helped spur the trajectory forward. When it comes to waste, the UK textile industry is one of the worst offenders, contributing 1.2 billion tonnes of carbon emissions a year. To put that into context, that’s more than international flights and maritime shipping combined. Rental services exist to extend the life cycle of clothes and accessories, and stamp down on fast, throwaway fashion in the process.

But that’s not to say the fashion rental industry is shaming those who love to shop — in fact, it’s the exact opposite. These services give you access to more clothes than you could ever need; they’re simply encouraging a more considered approach to fashion in doing so. Tempted? These are the big hitters leading the charge.


With eco-conscious choices at the forefront of every aspect of the service, Rites is a newcomer on the fashion rental scene, having launched just nine months ago, but has already taken the capital by storm. Offering a curated range of dresses, bags and tops – available to rent online or from Rites’ east London shop – choose from Ganni, Reformation, Prada, Jacquemus and more. Founded by New Zealander Meg O’Hara, who grew up learning the values and impact of sustainability, she says: “Rites began as another project many years ago, to celebrate rituals, seasonality and the idea that what is good for the planet is good for us. Now, a few iterations later, my intention is largely still the same: to celebrate and mark the special occasions in life, encourage circularity and that feeling good doesn’t have to cost the earth.”




Popular with a Gen Z and millenials, thanks to its viral partywear and high street labels, Swished is one of the fastest growing fashion rental platforms. Stocking Nadine Merabi, House of CB, Rat & Boa and Needle and Thread rather than high-end designer brands, it’s here where you can rent TikTok’s viral dresses rather than buying.


By Rotation

Positioning itself as a social app rather than a shopping service, By Rotation is a community of fashion lovers that allows users to monetise their wardrobes while also shopping sustainably. Consider it the Instagram of the fashion rental industry. Users can follow their favourite ‘Rotators’, make mood boards of future rental looks, see how many people are viewing their items and search for new and popular listings in their area. Not sure who to follow first? Famous fans include Stacey Dooley and Lady Amelia Windsor.



Launched in 2018, Hurr was the first peer-to-peer fashion rental platform in the UK, and was inspired by the increasingly short life cycles of luxury clothing and accessories. To avoid encouraging fast fashion, the website only stocks items that have a retail price of £150 or more and, as such, brands range from Ganni and Alexa Chung to Balenciaga and Saint Laurent. Once signed up, users can browse more than 7,000 items, book rentals up to six months in advance and create mood boards of potential outfits.


Matches Fashion Rental

Matches Fashion Rental only launched in 2022, but it seemed like the next natural step for the luxury fashion retailer. The online service allows customers to rent both designer clothes and accessories – all curated by the Matches Fashion buyers from leading brands – for four, eight, 10 and 20-day periods. Online you can find a range of pieces from streetwear to occasionwear from the likes of Aje, Cecile Bahnsen and Emilia Wickstead, as well as exclusive pieces from 16Arlington, Nensi Dojaka and The Vampire’s Wife.



Image: India Sehmi

One for the bag lovers, Cocoon is a subscription service that gives users access to an extensive collection of new season, pre-loved and vintage designer totes — including limited edition Fendi Baguettes, the Loewe Puzzle and the Gucci Horsebit. There are three membership options to choose from, with the option to pay monthly or quarterly. Each subscription gives you access to a different Cocoon collection (Premium, Deluxe and Flexi) and dictates the number of bags you can rent each month.

From £79 per month,

My Wardrobe HQ

my wardrobe hq

My Wardrobe HQ launched in 2019 with more than 500 designers on its books, including Stella McCartney, Gucci, Prada and Chanel. Every item on the website is available to both rent and buy, giving users the opportunity to try an item before committing to a purchase. Clothing and accessories are sourced from the service’s brand partners, as well as celebrities and influencers such as Arizona Muse, Poppy Delevingne and Olivia Buckingham. Each item can be rented for as little as four days and for as many as 14. When you’re finished, you just need to return it using a pre-paid label; the My Wardrobe HQ team will take care of any dry cleaning and ironing.


Selfridges Rental

selfridges rental

Launched last year as part of the department store’s Project Earth sustainability initiative, Selfridges Rental offers you the opportunity to get your hands on standout pieces without being restricted by budget. Every rental edit is curated by the Selfridges buying team to include the best new season menswear, womenswear and accessories from brands including Balenciaga, Jacquemus, Saint Laurent and Burberry. Spotlighting the best Selfridges has to offer, pieces are available to be rented for four, eight, 16 and 30-day periods.


Front Row

Initially launched as an invitation-only styling experience in 2016, Front Row aims to connect fashion fans with the most coveted luxury trends and designers straight off the runway for a fraction of the price. With brands such as Alaia, Tom Ford, Versace and Givenchy available to rent for three or five days, the online platform works as a full lifestyle service with stylists and tailors on-hand at the Mayfair showroom to help you curate the perfect look or capsule wardrobe for any occasion.


Read more: How to get involved in London Fashion Week AW24