Would you rent your clothes? The fashion editors test the best services

“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

Read More

Our Editors Just Discovered This Gorgeous NY Brand, and Just Wow

Welcome to Who What Wear Spotlight, where we’ll be using our editorial platform, social following, and ad inventory to turn the spotlight on small businesses that need our support now more than ever. Each week, we’ll be highlighting a new fashion or beauty company. If you own a small brand and would like to be considered for the program, please apply here.

Historians and writers have wondered what will be said about the human reaction to the pandemic decades from now. Nearly every industry and community was shaken up and forced to reckon with inconceivable loss, and everyone has responded differently. For many, it was, unmistakably, time to manifest change. Designer Esther Lee could no longer justify working in the conventional world of fast fashion, where she witnessed enormous amounts of waste and labor exploitation that weighed on her conscience.

Sthr, which launched last summer, is the

Read More

Ugg boots’ 2021 comeback – best styles to shop, Editor’s picks

Folks, I never thought I’d write the following words but here it goes: Ugg boots are making a comeback. Yep. That’s the tea. After wearing them non-stop for the entirety of the early noughties, we honestly never thought we’d see the day we wore them Out Out again. But here we are, in 2021, with stylish celebrities such as Kendall Jenner, Kaia Gerber and Emily Ratajkowski bringing back the OG fashion slipper. What’s more, they look pretty damn cool.

But it’s not just A-listers getting in on the trend, no sir. Global fashion shopping platform Lyst just release their Q4 report, compiling internet search trends, and Uggs come in at fifth place on the Hottest Women’s Product of 2020 list – a list which includes the top-searched high-end designer pieces – outranking the likes of cult-status Sleeper pyjamas and Stand Studio checkerboard coat. So yeah, the revival is

Read More