THE dress. The one you’ll likely only ever wear once, but the one that you have to LOVE more than ANY other dress you’ve EVER worn.
The one you’ll have to speak fondly of for years to come, and glow in a newly-wed-type way every time you so much as think of it. Oh, and the one you’ll you’ll also be expected – by yourself and by others – to spend more money on than anything else you ever wear again. Does that all seem a little too much pressure to put on *a dress*?
How about we give it a little perspective. Sure, you want to adore your wedding dress, but does spending endless amounts of money (money that could well be better placed behind the bar), automatically render it your dream dress? Does having it collect dust as it hangs at the back of your wardrobe for decades really ensure it secures a place in your heart?
Planning a wedding is hard work. Just ask the countless brides-to-be who thought they’d finally ticked everything off their list only for a global pandemic to wipe the entire event out…
But while you juggle guest lists and florists, caterers and bands, there comes a point in every rookie-wedding-planner’s schedule that details surrounding everyone else’s enjoyment must be put on hold (who cares if Auntie Karen hates both the meat and veggie options, she can bring a sandwich) and full focus must go on the dress.
Thanks to the rise in rental fashion, there’s a far more financially and environmentally sustainable answer.
“We have seen an increasing number of brides-to-be sign up on the app and make enquiries for their big day,” admitted Eshita Kabra-Davies, founder of fashion rental app By Rotation.
“It’s pretty common for the groom to rent his tux, but renting a wedding dress seems to be more unconventional even though it would be the perfect something borrowed.”
“Having spoken to many brides and also reflecting on my own beautiful wedding dress sitting away in a box, I understand that wedding dresses can sometimes be a non-efficient purchase. I listed my wedding dress over lockdown and I love the idea of it carrying on a story instead of sitting in my closet.”
Opening up about her own experience buying her own wedding dress (for £10,000) and now renting it out on the platform (for £1,000/day), Tatiana, a lawyer, admitted that: “If By Rotation existed at the time of my wedding, I would have certainly hired.”
“A wedding dress is guaranteed to be the most expensive dress you’ll ever buy and you are hopefully guaranteed to only wear it once. It really doesn’t make sense to buy it. Also instead of spending countless hours on that dress, you should focus on planning the rest of your wedding – there is so much to think about. And of course you can make your outfit very personal with your hair, make up, accessories, something old, something new, something borrowed, something blue.”
Speaking of the sustainable impact such a shift in shopping habits can make, Nimi Raja, a designer, acknowledged that: “The circular fashion economy is the future and By Rotation is one of the innovative brands pushing a change in consumer behaviour, even for bridal where renting might still feel like a taboo.”
Tempted? Scroll down to see some of the most beautiful wedding dresses available to rent on the app right now…