Renting clothes, a way of consuming fashion that benefits the planet (and the posture)

On October 3,

deputy mayor of Madrid, attended the Platino Awards ceremony with a long black dress and a white halter neckline.

It wasn't his.

He had rented it on lamasmona.com for

The same was done by IA, 22, for her coming-out when she turned 18. A practice that her two sisters and her mother have joined.

"Lately we resort a lot to renting, especially when we are invited to a wedding or a party. For about 100 or 120 euros we have a complete look.

A PRACTICE THAT IS BEGINNING

It is a (almost) new way of consuming fashion very much in line with the times we live in, in which

on the one hand and

on the other, which encourages having a lot and not repeating look on social networks above all, They lead to buying less and looking more.

And is that according to a study by ThredUp, we use

of the garments we have in the closet, and three out of four pieces of our property we have not used in the last year not once.

This, coupled with the fact that fashion is the second most polluting sector, has made many consumers begin to consider different possibilities when 'buy, use and throw away'.

According to

"the pandemic has increased the trend towards sustainability. And this means that barriers to phenomena such as rent are lowered, which allows more efficient use of personal resources such as money and money. space at home. It also provides the opportunity to have access to certain products that could not otherwise be paid for. "

THE BEGINNINGS

It all started in the United States, with the pioneering clothing rental platform

founded in 2009 by Jennifer Hyman and Jennifer Fleiss, both from Harvard Business School.

This company offers clothing from more than 700 designers in a wide spectrum of sizes and, although it began specializing in suits for events, now you can also rent day-to-day clothing, children's clothing, home decoration, accessories, jewelry and handbags.

The photos on social networks make us want to have a lot of clothes to repeat our looks.

Four years later, in 2013,

founded lamasmona.com in Spain with one goal: "To offer a more responsible and sustainable way of consuming fashion."

It started as an online platform but a year later it opened its first physical store in Madrid because, according to the CEO of the company, "testing is very important."

Lamasmona.com quickly expanded with stores in Valencia, Malaga, Zaragoza, Murcia and Bilbao, and before the pandemic began its turnover was close to a

Now the business is recovering after the stoppage and they clearly observe an upward trend in this way of consuming fashion.

THE PROCEDURE

The rental can be done in two ways: either according to a

model

-69 euros per month for two garments or 35 for one- or sporadically.

For a long dress you pay from 69 euros to 159, depending on the designer.

Each suit, once used, goes through its own laundry, in which they use an ecological detergent, and can be rented up to seven times.

Villaamil is convinced of caring for the environment: "The real savings and impact occurs when seven clients wear the same dress."

Clients, mostly between

who "have already bought a lot but see that they use this type of suit very little. The young women are more excited to acquire them."

A SHARED WARDROBE

At Borow, a party clothing rental store opened in Madrid last May, its niche clients are between 30 and 45 years old, although they also serve 18-year-old girls looking for a long dress for their graduation or their coming-out, and godmothers 60's "very open-minded", as

founder of the business with her sister

, emphasizes

This online platform with a physical store - "gives more credibility and people feel better served," explains Eva - was born with the idea of ​​being

between users, as Eva and Joanna did with theirs.

In Borow they handle prices that range between 56 euros and 280 - "around 20% of their purchase price," says Eva-, with sizes from XS to XL.

According to the Chen sisters, the advantages of this form of consumption are on the one hand "that it is much more profitable than buying to wear once or twice, and sustainability", and on the other hand that "you do not have to own the garment to enjoy it, and so it is not repeated in the photos for social networks ".

Luis Lara pronounces himself in the same sense when he relates the rental of clothes with the purchase of second-hand clothes, both practices framed in the trend towards sustainability: "While in the second-hand the determining factor of the purchase is the binomial sustainability- low price, in the rent it is

of looks without having to buy ".

UPWARD TREND?

The future of these initiatives in Spain?

Lara says that "the US is the largest online fashion rental market in the world (it was estimated that it was 40% of the world market in 2018), followed by Europe (with 27%), especially in countries such as France, Italy and United Kingdom, due to its high purchasing power and the existence of consumers concerned about the environmental impact of fashion ".

"Where there is more awareness towards sustainability and the collaborative economy", he concludes, "is where it will advance the most. In Spain this model has been slow to enter because our mentality was reluctant to rent or buy used clothes. My opinion is that

but It will always be several steps behind, in growth and market share, of the second-hand market. "

According to the criteria of The Trust Project

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