“Come inside and buy nothing”, reads the invitation on the window of the newest shop on London’s Carnaby Street. It’s a shop, but not as we know it – because it’s a pop-up shop from Rotaro, the fashion rental service. Meaning that while none of the candy-coloured dresses from Stine Goya, Rixo and Rotate displayed on the other side of that window can be purchased, they are available to rent.
Welcome to the rental revolution, happening now at weddings, birthday parties and big nights out all over the UK. The founders of leading rental platforms say that after a difficult year, summer 2021 looks as if it could be their breakthrough season. That’s thanks to shifts in attitudes toward consumption, heightened awareness of sustainability issues – and a few high-profile fans. Fans like Carrie Johnson, who wore a rented Christos Costarellos gown on her wedding day last month, and whose