Rent, wear, share: shifting the way we consume fashion

“I have nothing to wear!” - said all of us, ever.

Daily outfit inspo can be hard, but what if you could update your wardrobe monthly with quality pieces, without costing the earth?

Shift contributor Jennifer de Bruyn sat down with GlamCorner co-founder and CEO Dean Jones to talk about the launch of their membership service GC Premium and how rental services are supporting a shift toward a more circular, ethical and sustainable fashion model.

GlamCorner is an Aussie online start-up that has been offering designer dress rental since 2012. In November 2018, the B Corp certified company launched GC Premium, a natural extension of their existing service offering, unlocking access to a wider range of fashion styles such as workwear and casualwear.

Here’s my experience with my first subscription box from GC Premium, and some words from GlamCorner on how this model aims to change the way women consume fashion forever.

Realisation Par The Violette Dress ($306 retail) and Camilla and Marc Ashworth Shirting Wrap Top ($289 retail), just some of the options available on GC Premium. Source: Supplied – GlamCorner.

Netflix for fashion

Remember the last time you purchased music CDs, or movie DVDs or blu-rays? Me neither. Hello Apple Music/Spotify/Netflix/Stan and thank god you’re here! 

We are in the era of subscription services and the move away from tangible ownership represents a positive step for the environment - so if we’ve embraced getting our entertainment in this format, why not our wardrobe?

“We founded GlamCorner when we realised that the average Australian woman really only wears around one third of what's in her wardrobe. The other two thirds ends up as a stockpile of single-use items that were purchased for a single event and then never worn again. Not only was that a bad deal for the end customer, but it was a horrendous deal for our environment,” GlamCorner co-founder and CEO Dean Jones told me.

“As we brainstormed possible solutions to this problem, we were reminded that Australian women have actually been sharing clothing for a very long time - it's arguably one of the oldest sharing economies in existence.

"This led us to the business idea: if we have the largest wardrobe in the country, then maybe our customers can borrow items and pay per use for them in the same way you can stream pay per use content from Spotify or Netflix!” Dean said.

Gorman Dancing Leaves Dress ($299 retail) and Camilla and Marc Dylan Twist Top ($499 retail) both available to rent through GC Premium. Source: Supplied, GlamCorner.

Adding a pop of colour to corporate Australia

Dean acknowledges GlamCorner is exploring previously uncharted territory with GC Premium.

“So far we have found workwear styles to be incredibly popular, which is a completely new area for GlamCorner to be featuring in. Our customers are now able to borrow different jackets, blazers, tops, skirts and pants that allow her to experiment with her personal style and feel incredible without the burden of ownership,” he said.

“What we have found fascinating so far is that prints and colours in this work wardrobe have been particularly popular, which is exactly the opposite of the colour palette you see as being the most popular for traditional retail workwear apparel sellers - who mainly stock a lot of neutral colours and tones."

This was the category that most appealed to me, presenting an opportunity to experiment with my personal style without the burden of ownership. 

Compliments flew thick and fast for the Elka Collective Ruby Skirt ($249 retail)
Wear count: 3.

The Ruby Skirt by Melbourne designer Elka Collective was one such pick. 

This classic A-Line skirt in stretchy ribbed knit was new territory for me given my go-to skirt has traditionally been the pencil skirt in dark block colours. In welcoming this skirt into my wardrobe for December 2018, I realised that I tend toward light colours on top and dark colours on the bottom, therefore although I loved it, I had a limited selection of tops to pair with it.

I really wanted to embrace the camel tone of the Friend of Audrey Joseph Trouser ($169 retail),
but I don’t feel they worked for me!
Alas, that’s the benefit of this no-risk model. Wear count: 1.

For me it was both colour and cut that were being trialled in the Joseph mid-weight crepe trouser. My go-to pants consist of a well-loved black cigarette pant and a cross dye weave relaxed fit pant so these felt quite different for me. I just couldn’t get into it, but I’m glad I gave it a shot!

The casual dress on rotation – and then returned

My third pick for my GC Premium box was a casual dress perfect for summer events paired with strappy sandals – the Faithfull Milan Midi Dress ($179 retail). And unlike many summer dresses that are retired to the back of the wardrobe after high rotation during a season, the benefit with GC Premium is that I can send this one back and try something different next month. 

This made an appearance for me both on Christmas Day and Boxing Day.

This nautical inspired Faithfull Milan Midi Dress has been perfect for BBQs with friends.
Wear count: 5

Shift toward circular fashion driven by the consumer

Reflecting on one of the company’s values, “Impact,” I asked Dean if the desire to move toward circular fashion was a key driver for GlamCorner customers. 

“Absolutely, and we read this in reviews from our customers all the time - particularly the fact that they are fatigued by having so many 'disposable fashion' options crammed into her closet because she feels guilty about throwing them away but also cannot use them again due to the quality being so poor,” Dean said.

Caption: Dean and Audrey Jones, co-founders of GlamCorner.

“At GlamCorner we have always had a lot of faith that the end-customer will choose the best option for her as she would in any other industry. So we believe that basic economics will run its course here and the shift towards a more circular fashion model will be driven by the most powerful force in our industry - the consumer herself.

"And as this consumer becomes more aware of the significant negative impact the fast fashion industry has on the environment, her back pocket and on the vulnerable people in the fast fashion supply chain, she will naturally look for better alternatives. 

"It's our ambition that the more success we have with this business model and concept, over the coming years our customer's wardrobes will be getting smaller and they will be able to have access to designer quality items on a pay per use basis - and all of which will be at lower cost to them and to our planet.”

My tips for finding success with fashion rental 

Know your measurements 

Like any online shopping, a good understanding of your measurements will help ensure your picks are right for you. I suggest going beyond your standard sizing and knowing your specific bust, hips and waist measurements.

Consider your existing wardrobe 

Know what staples you have and consider these when choosing new styles so you maximise wearability of your hire items.

Give it a go, take a risk 

It’s easy to be in a fashion rut, but what better way to experiment than to choose styles you wouldn’t normally consider. It’s risk-free shopping!

How it works

GC Premium offers two membership options allowing members to choose items from an ever increasing catalogue of International and Australian brands. Here’s what the company says:

1. Pick three items from the GC Premium wardrobe and build your Box. Choose $99 for one Box swap per month or $149 for unlimited swaps.
2. Keep your GC Premium Box as long as you like. When ready to swap, simply return your items and select a new Box from the collection. Free shipping, cleaning and dedicated stylist included.
3. Pause or cancel your membership whenever you like. No hidden fees or costs.

I'd love to hear if you give it a try too!

Jennifer de Bruyn is a communicator who lives in Brisbane.
The GC Premium membership was purchased by Jen and this review is an honest reflection of her experience.

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