Would you rent a dress?

For decades, the clothing industry has pushed a cycle of constantly buying new items, wearing them briefly, and then discarding them as trends change.

However, a new model is gaining popularity that could upend traditional clothing retail - fashion rental services.

Founded by Joan Mwangi, Rent A Dress Boutique is a pioneering woman-focused business bringing the rental fashion revolution to Kenya. Focused to provide affordable access to elegant, high-quality gowns while empowering a community of confident, stylish women

Members can choose from a constantly rotating selection of designer dresses, tops, pants, handbags and more. When they’re done wearing the items, they simply return them and select new pieces to be delivered.

“We offer gowns to attend different kinds of events such as dinner, prom, galas, black tie, AG weddings, photoshoots, baby showers, masquerade, etc. We stock up on accessories such as earrings, neckpieces, belts, clutch bags to elevate the outfits,

“And we’ve recently introduced styling services for clients who are either too busy to pull the whole look together or totally unaware of how to style themselves for a particular event. Our aim is to be a one-stop shop,” she said

The rental process is designed to be seamless. Clients first browse the boutique’s collection online or in-store to identify their dream gown. After trying it on and confirming the fit, they make a payment covering the rental fee (Sh3,000-10,000 based on the garment) plus a standard Sh2,000 refundable security deposit. The standard rental period is three days.

“It’s as easy as rent, rock, return,” says Mwangi. “We handle all the dry cleaning, so clients just enjoy wearing the dress.”

The appeal is multi-faceted. For eco-conscious consumers, rental provides a way to embrace new looks without contributing to the wastefulness of fast fashion.

 Many are drawn by the ability to affordably access luxury brands they couldn’t ordinarily purchase. And others simply enjoy the novelty of constantly refreshing their wardrobe for a fraction of buying new.

Rental pricing is determined by the original purchase price, quality, and versatility of each garment. Rent A Dress prides itself on offering reasonable rates to make luxury fashion accessible

“There are many factors we consider to determine the rental price of a dress. The leading determinant is always the buying price, but also dress quality and the number of occasions it can cover play a big role. We’re happy to be one of the most reasonably-priced brands around as we always put our clients’ needs first,” she said.

While skeptics have questioned whether consumers will truly embrace an ownership mindset, rentals have proven appealing across demographics from millennials to Baby Boomers. As environmental consciousness grows, rental could redefine how we buy and dispose of clothing.

“We have quality standards. I think some people might be scared of renting because of quality or hygiene standards. Each and every dress is inspected after rental to make sure the next client gets a high-quality dress just like the first client. So, if a dress needs altering or repairs, it is done before the next rental. Secondly, we dry-clean our gowns after every rental,” Joan said.

Rent A Dress Boutique also policies against making any customizations or alterations to the rented dresses by clients themselves. The dresses are meant to be worn as-is without any modifications. This is because many of the fabrics and materials used are delicate and could get damaged through improper handling.