Spotlight On India: Renting Outfits Is The future of Fashion

By Namita Shibad
Hindustan Times, New Delhi

WWR Article Summary (tl;dr) While “Rent the Runway” has been super popular with women in the United States, there is a similar service called ‘Rent an Attire” in India which is putting its own twist on rent to wear fashion.

Hindustan Times, New Delhi

Dreaming of wearing a Sabyasachi or Manish Malhotra or Anushree Reddy outfit for your or your friends wedding but the fat price tag is pulling you down?

Laveena Laitonjani an IT employee has a perfect solution.

Big fat weddings do generate a lot of businesses, and a part of it involves dressing up. But the problem is the cost of these fancy clothes. Laitonjani says ” I am from the North and we have really big, showy weddings. My problem was how many expensive dresses could I buy every time I had a wedding to attend?”

So she hit upon an idea. Why not hire a dress? “Anyway the dresses that one buys for the purpose of attending weddings are generally stored in the cupboard, so why not there be a system to hire a dress, wear it and then return it back?”

At the time Laitonjani was working at Persistent systems so she had those coffee corner chats with her colleagues to test her idea. “They all thought it was a good idea to be able to hire high end clothes.”

According to Laitonjani a good dress that one could wear at weddings would cost anywhere between Rs 10,000 to even Rs 3.00,000 or more. “Who will spend that kind of money every time? At best, a girl would have five to six such outfits in her cupboard. Besides she can’t be wearing the same dress over and over again?”Laitonjani did a small study for the next six months and found that there was a gap in the fashion industry.

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