Wedding season is well and truly underway. And you’re probably in the midst of a wardrobe panic, needing to buy multiple dresses but not quite having the funds.
That’s where designer rental services come in. The sites that have dominated America for the past few years now have a little competition from their UK counterparts.
The newest name to satisfy all your designer fashion needs comes courtesy of Shika Bodani. She started Front Row in the summer of 2016 after frantically shopping for friend’s weddings, asking herself “the age-old question: ‘When will I ever wear this again?'”
“I wanted to create a luxury lifestyle service that not only eliminates that question, but allows you to be seen in the latest designer clothing, whilst eliminating the need to purchase,” she tells Yahoo Style UK.
Front Row is truly unique in that it has managed to source garments straight from the catwalk. Browse through the site and you’ll see the latest wares from Chanel, Gucci and the like; all available to rent for a fraction of the retail price.
Not only do they offer stand-out dresses, there’s also the chance to rent some eye-catching accessories ranging from Gucci’s famed Dionysus bag to Louis Vuitton luggage with the odd Chanel-branded ski thrown in for good measure.
Bodani has seen great success with women so far – including celebrities such as Rosie Fortescue and Victoria’s Secret model Leomie Anderson.
“There used to be a stigma associated to renting but we are slowly moving towards a sharing economy – Uber and AirBnb are examples of this – so why can’t the same be applied to clothes & accessories?” she comments.
“With social media being so prevalent, there is a lot of pressure on the every day woman to be seen in the latest branded clothing and never repeat an outfit.”
Bodani doesn’t want to be the arbiter of taste. She’s constantly coming up with new ways to put her customers at the forefront from giving them the power to vote for what they want to see next on the site to launching a new service that will allow women to rent out their own items using the Front Row platform.
“Front Row is ultimately a lifestyle service that makes aspirational fashion accessible fashion,” she finishes.
Here, we take a look at the ultimate things you can rent from the site. Time to get browsing.
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