With many shoppers reviewing their spending habits as a result of Covid, rental fashion has become one of the trendiest ways to shop – and its popularity is rising. Even celebrities with high disposable incomes have jumped on the borrowing bandwagon – Carrie Johnson opted for a rental wedding dress for her big day, and Holly Willoughby has been known to rent some of her looks for This Morning.
Now, with soaring inflation it seems rental fashion could prove even more popular for shoppers watching their pennies.
Here, we speak to Front Row founder Shika Bodani about the inspiration behind her shopping service, her new collaboration with Fenwick and her celebrity clientele…
Hi, Shika! What inspired you to launch your fashion rental service, Front Row?
I was working in finance. It sounds really ridiculous to say, but I was inspired by Suits. I saw that Meghan Markle’s character had the most incredible work wardrobe – Victoria Beckham dresses, Roland Mouret – so I went on a shopping spree and bought some of them. I soon realised how unsustainable it is to keep that up, which motivated me to start a clothes swap idea. I piloted the concept to friends and family with my own wardrobe, so it was only about 30 pieces. It started as a passion, eventually evolving into the rental platform it is today.
What do you think about fast fashion?
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