With the season of glitter and cheer now well and truly here, Fashion Editor Addie Kenogbon-Harley caught up with Sarah Rockley and Lisa Holland, co-founders of Nottingham sustainable fashion brand and occasion wear rental service, Conscious Closet, to find out how rented looks could be the key to a more sustainable festive party season.
Each year during the festive season, millions of Brits hit the highstreet in the hopes of bagging themselves the ultimate Christmas party look or show-stopping piece to ring in the new year.
It’s a tale as old as time, with research conducted by Makers Mark last year revealing Brits were estimated to spend £6.7bn on new festive looks over the course of the holiday season. However, given that 7.8 million Brits admit to only wearing their new party outfits just once before they’re relegated to the back of the wardrobe, never to be seen again, and with over 12.7 million items cast aside after just a few wears, it’s a tradition which is taking its toll on the earth’s resources and environment.
According to research from Oxfam, the thrill of a new item of clothing wears off after just four wears. However, recent years have seen many in the fashion world take notice, and look for more sustainable ways for consumers to get their hands on new garms, while still enjoying the warm fuzzy dopamine hit of wearing something special during the most wonderful time of the year.
Clothing rentals are one of the latest trends to lend a hand, with 8.6% of UK clothing shoppers reported to have rented clothing for Christmas in 2022, and the apparel market currently experiencing growth year on year. Here in Notts, one such company who is trying to be the change they want to see in the industry, is clothing rental company and luxury occasion wear specialists, Conscious Closet.
While most people may be familiar with renting a car or even sportswear like ski gear, the clothing rental scene still has a way to go towards breaking down stigmas surrounding hired looks, but it’s a trend that has been rife in the celebrity world since the very invention of celebrities
Conscious Closet was launched by Sarah Rockley who, having began her career as a fashion designer, now also works as a Nottingham Trent University fashion lecturer, and Lisa Holland who also has a fashion background and alongside Conscious Closet runs her own textiles agency.
A success story born out of lockdown, the pair created Conscious Closet as a means to offer more sustainable clothing for fashion lovers.
“Lisa and I were friends who met through our children, and we both had a real interest in fashion. So we always ended up talking about fashion, how we hated how much was being wasted and where things were being made,” Sarah says. “Over the last ten years, people have begun to know the impact that fashion's having. And we started to say we should do something here. So we started to put on clothes swap parties and they were just such a success but we thought, there's more we can do.”
And, the business evolved from there. Offering a sustainable and cost-effective way to get your hands on a luxurious festive outfit, Conscious Closet allows people to rent a premium party frock for just £45 and a refundable deposit of £100. Each person is able to keep the dress for four days and once the four days are over, and you’ve turned a few heads at your office Christmas party or New Year’s Eve bash, you simply return the item to Conscious Closet who’ll clean and press the garment ready for the next person.
“What's the thing that sits in your wardrobe the longest? It's those occasion-wear dresses that you buy for a wedding or a party because they're not day wear, and you don't wear them out and about all the time,” Lisa explains. “These are the things that are often just rotting in people's wardrobes. So we thought, let's set up a business where we can change that.”
They stock a wide range of evening wear in sizes 4 to 16 and, in a range of styles, including classic ball gowns and little black dresses, with people able to try before they rent, at the Conscious Closet studio in Southwell. There, the team also offers free styling advice with a range of dazzling accessories also able to be rented to take the outfit to the next level.
“Whether it’s for balls, cruises, Christmas parties, New Year's Eve parties, music events or prom, we can help,” Lisa adds. “For example, yesterday we had a lady come in. She's been to see me probably five times now. Her husband owns an events company, so they go to a lot of balls. She said, “I don't want to buy a dress because it’s just going to sit in the wardrobe” because every time she has to wear something different.”
While most people may be familiar with renting a car or even sportswear like ski gear, the clothing rental scene still has a way to go towards breaking down stigmas surrounding hired looks, but it’s a trend that has been rife in the celebrity world since the very invention of celebrities. Sarah believes if celebrities are open about the fact that they often don’t own the spectacular wears they’re papped with on the red carpet, it will help others see that rentals are a feasible and sustainable way to look great.
In addition to the rental option, Conscious Closet does also offer a selection of new and pre-loved items including for proms which can be bought, with care given to where the garment is sourced from and the fabrics used, to ensure it still aligns with the brand’s core ethos of sustainability. Conscious Closet also offers a bespoke service where Lisa and Sarah will design and create custom made to measure garments using deadstock fabric.
If you’re still not convinced by the rental revolution, but still want to look great while looking after the planet, Sarah advises, “Buy classic and something you'll wear forever. If you are insistent on buying a dress, could you wear it in the future in another way? You can always dress it up with your makeup and your jewellery and shoes. Don't just wear it and throw it at the back of your wardrobe. Think, can you get more wear out of it?”
To find out more and shop with the Conscious Closet, head to their website below.
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