With the sales in full swing and festive soirees dominating social calendars, fast fashion is showing few signs of slowing down. But for those consumers with more parties than pounds, fashion libraries – where clothes can be rented rather than bought – are becoming increasingly popular.
“I don’t have the financial income to invest in high quality but I do want to change my style regularly,” said Zoe Partridge, founder of rental service Wear the Walk, which launched last year. “So my problem was either to invest every six months in a luxury item or to buy lots of fast fashion. There was no middle ground. I wanted to create that.”