How can consolidate our love of trend with a sustainable way of life? That is the million greenback query, and one that's ever-present in our minds, notably as we come to the tip of Style Revolution Week. Sure, we are able to wash our garments much less, make an effort to store classic and put on natural cotton, however essentially disrupting and altering the worldwide machine that's the trend business? That can appear to be an insurmountable problem. That is the place rental trend is available in. As a technology, we embody a little bit of a contradiction in terms of our procuring habits: Firstly we need newness. When do we would like it? Now. We benefit from the selection and immediacy supplied up by e-commerce trend, but, on the identical time, we crave authenticity, and are demanding extra from retailers—be it transparency or a extra personalised procuring expertise (so lengthy company anonymity). With sustainability set to be a sizzling subject for 2019, rental trend websites are providing a seemingly easy answer to the inconsistencies in our angle to trend. Already a agency fixture within the US—final week Hire The Runway was valued at $1 billion—clothes rental within the UK has, up until now, solely occupied a distinct segment part of the market (suppose bridal fits for ushers). However that is all about to vary.