Here’s a fashion rental startup with a twist: London, U.K.-based Curated Loop — which soft-launched a high-end fashion rental marketplace last week after bootstrapping to launch an MVP — is sourcing statement pieces from independent designers’ sample stock to style itself as an edgier alternative to more conventional rivals.
Its approach means items available for rent on its marketplace may be literal one-offs (samples), or come from an indie designer’s prior season’s collection (aka, dead stock) or otherwise ‘stand-out’ in the sense that you won’t be able to source these garments in high street stores — or even, the startup’s co-founders contend, on other fashion rental platforms. So the promise is access to unique high-end designs.
The startup argues there’s a gap for a luxury fashion rental marketplace focused on emerging independent designers and the cutting edge looks they’re stitching — which, on its marketplace, translates into a selection of bold pieces (and suggested outfits) picked to catch the eye of its target style-seeking young urban demographic (see, for example, this leather-look corset top — paired in one of its styling shots with bold-printed baggy ‘boyfriend’ jeans: £46.60 to rent the look).
Curated Loop is calculating that its target users might be looking for a high-end outfit for special events (parties, job interviews, ski holidays etc) but also as statement daywear (perhaps to spice up their Instagram feed) — or even for ‘date-wear’ (it’s working on a Valentine’s Day tie-up with a dating app).
Changing the economics of wearing a designer outfit opens up a whole new set of opportunities for dressing up, especially for budget-conscious younger shoppers who seem increasingly comfortable giving fashion rentals a whirl — fuelled by concern over the environmental