Clothing Rentals: Fashion’s New Obsession—But Are They Worth It?

the curated fox

When a special event pops up on your calendar whether it be a wedding, a milestone birthday, or a long-awaited date night, the inevitable question follows: What am I going to wear?

At that moment, you usually have four choices. One: shop your own cupboard and hope that forgotten dress still fits the brief. Two: borrow something from a friend. Three: give in to temptation and buy something new. Or four, the increasingly popular option, rent a look.

What once felt like a strange or even “influencer-only” concept has quickly become one of fashion’s most practical and sustainable shifts. The question is, now that rental platforms have become mainstream, is it actually worth it?

@stylerotate on IG

Whether you’re spending R900 purchasing a dress or R900 renting one, it’s still money spent, so what makes renting the better investment?

For one, there’s the sustainability factor. The fashion industry’s impact on the planet has pushed many of us to reconsider how often we buy, wear, and discard clothing. Renting allows you to enjoy high-quality or designer pieces without contributing to overproduction and waste. It’s a guilt-free way to wear something incredible, without the long-term commitment.

Then there’s accessibility. Clothing rental platforms have opened the door to brands and designs that might otherwise be out of reach, think international labels without the import taxes and cost, or custom-made local pieces you might never find in stores. You can experiment with styles you’ve always wanted to try, minus the financial (and wardrobe) burden.

And perhaps most practically, there’s space. Renting helps you save precious cupboard real estate for pieces that are truly you, the ones you’ll reach for time and time again, rather than a one-night-only outfit that lingers with its price tag’s memory.

Let’s be honest… Most of us have been there. You buy a stunning dress for a specific event, swear you’ll wear it again, and then... it just sits there. Weeks turn into months, and soon it’s just another outfit collecting dust.

If I added up the cost of all the dresses I’ve only worn once, it would amount to thousands. While resale platforms have made it easier to sell pieces on, the process can be time-consuming, unpredictable, and often results in getting back only a fraction of what you paid. Renting, on the other hand, removes that post-party regret altogether.

South Africa has fully joined the rental revolution, with a growing number of local brands leading the charge. Shop Style Rotate, Mode by Michaela Romy, On Rotate, and Noa Label are among the frontrunners, offering curated collections that blend luxury with accessibility. Their selections range from globally-loved designers to local labels, ensuring there’s something for every style and occasion.

These platforms make the process refreshingly simple; browse online, book your dates, and return when you’re done. Many even handle dry cleaning for you. It’s the kind of convenience that fits seamlessly into modern life, especially when you want to look (and feel) your best without the commitment of ownership.

So, the big question is, is it worth it?

The truth is, renting isn’t for everyone. Some people love the feeling of owning and re-wearing their favourite pieces. But for many, the idea of refreshing your wardrobe sustainably, trying new styles, and saving both money and space feels like the smarter, more fashion-forward choice.

At the end of the day, clothing rental isn’t about depriving yourself of newness — it’s about redefining what “new” means. It’s not the dress in your cupboard that matters most, but the confidence you wear with it, whether it’s borrowed, bought, or beautifully rented.