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Fashion Style Sustainability

Why the rental economy is in Vogue

Did you know that as a nation, we buy more clothes per person than any other country in Europe. Goes some way to explain why the fashion industry was worth £32 billion to the UK economy in 2017. The rise in ‘fast fashion’ – a term coined due to the speed in which designs move from the catwalk and onto the high street, often at low cost – not only encourages over consumption but generates excessive waste that the planet is struggling to keep up with. Social media only acerbates this, with recent research from The Hubbub Foundation suggesting that 17% of young people questioned said they wouldn’t wear an outfit again if it had been on Instagram. Following the requisite selfie and #yolo caption, the item is then either returned, or worse, thrown into landfill. 

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Street Style
Rental economy
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But the tides are changing. As more consumers look for experiences over material things, the rental economy has welcomed retail into the fore, in a sexier, cooler way, offering consumers a new way of shopping high-end luxury fashion, with a greatly reduced carbon footprint. Why choose a mass-produced number from the high street (and in turn buy Mr Zara a new super-yacht at the same time), when you can borrow a runway knockout from Stella McCartney at a fraction of the price, guilt free. 

MWHQ
MY WARDROBE HQ
BUY LESS BUY BETTER
#IMASHARER
RENTAL ECONOMY

Why are we telling you this? Because MY WARDROBE HQ is championing the circular economy movement by teaming up with peers and brands to offer an unrivalled selection of past and current season pieces at a fraction of the cost of full RRP. We’re hugely passionate about promoting sustainable fashion – we’re not saying give up buying for good, but we want to encourage the message of ‘buy less, buy better’. Better quality items have more stringent policies and processes in place which means less pollutants into nearby rivers, less carbon emissions due to the handmade process these items go through, and a better quality of life for the garment makers. What’s more, by renting out your items, you’ll also line your own pocket which in turn, we hope, will encourage you to turn your back on the high street and fast fashion and instead make a long term commitment to slow fashion.

If you want to lessen your fashion footprint, register here and join MWHQ in our rental revolution! 

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Fashion Lifestyle Sustainability

5 SUSTAINABLE LAUNDRY HACKS

laundry hacks
sustainable fashion
eco fashion
clothes care

The only Green Washing we’re interested in is clothes care with ZERO impact on the planet. On average, a household gets through almost 400 loads of laundry a year, consuming 13,500 gallons of water. Not only is this a huge waste, but that waste is also contaminated with microfibres (particles under 5mm) from manmade fabrics. A recent study found 6kg of clothes resulted in anything between 137,951 fibres (for poly-cotton clothes) to 728,789 fibres (for acrylic clothes). You might not think much of it, but what’s worse is these microfibres have started to impact our food chain, with scientists discovering these teeny tiny strands in fish larvae. Yuck. Add this to the energy use and chemical pollutants used, the damage we’re doing to the planet is relentless. So what can we do about it? With the advent of alternative cleaning solutions – anyone else have bicarb and apple vinegar on their repeat shopping list? – we’ve rounded up 5 sustainable laundry hacks you can adopt today. 

laundry hacks
sustainable fashion
eco fashion
clothes care
Hang out

1. Air them outside.

It might sound obvious but hang your clothes in the fresh air. This will help remove smoke, fumes or smells that may be trapped in your clothes. Ideal airing-out placement is outside if you can swing it, but a breezy sunlit room works as well. Bonus points for the nearby occurrence of leafy green plants, which can help absorb chemicals left over from the garment dying process.  

laundry hacks
sustainable fashion
eco fashion
clothes care
Mix it up

2. Mix it up. 

Pick up a bottle of inexpensive, high-proof vodka (any kind will work, we wouldn’t want the good stuff to go to waste ;). Mix with water in a spray bottle until the vodka ratio is about 60-70%. Spray it liberally on the area in question. Vodka dries odorless, kills bacteria, and will successfully remove smells. Leftovers can be added to raspberries and sugar – invite some friends over and suddenly laundry day doesn’t seem so bad!

laundry hacks
sustainable fashion
eco fashion
clothes care
Chill out

 3. Put them in the freezer. 

For denim, many in-fabric smells are created by bacteria, which can be killed by freezing temperatures. If you’re okay with letting your jeans hang out in the freezer for a couple of hours – a large canvas bag will protect them from the icy depths – it can be a great alternative to washing. And since the freezer’s already running, you’ll be conserving energy.

laundry hacks
sustainable fashion
eco fashion
clothes care
Lavender spritz

4. Essential oils.

Even if re-worn clothes aren’t outwardly dirty or smelly, they can lose that fresh scent, the desire for which often drives us to wash unnecessarily. To freshen up yesterday’s outfit, mix a few drops of essential oils with water in a spray bottle and spritz on target areas. Lavender, lemon, clary sage, or grapefruit are all lovely options. 

laundry hacks
sustainable fashion
eco fashion
clothes care
When life gives you lemons…

5. Lemon power. 

Replace harsh dry-cleaning chemicals with something that comes straight from the earth. Simply mix lemon juice and water, scrub it onto the offending spot and hang dry.  Any leftovers makes the perfect lemon dressing, just add garlic, mustard, honey, pepper, salt, cider vinegar and olive oil. Things that you could never do with your Fairy Non-Bio!

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Fashion Wardrobe Want

#WARDROBEWANT – THE FASHION GUITAR

When it comes to wardrobes that we’d sell an organ (or two) for, there are few that draw a collective gasp of desire more than Dutch style influencer The Fashion Guitar AKA Charlotte Groeneveld. Her USP? Realness; something not often found in the heady heights of fash-un. One minute she’s mixing Villanelle-style frothy swathes of pink tulle with stomping high-top sneakers, and the next she sees nothing out of the ordinary about enveloping herself in a glorious gold sack of sequins (why save anything ‘for best’?). A mum of three, she turns mumiform on its head, teaming oversized Stella McCartney knits with pleats (ticking the smart casual box) or championing the double denim look of yesteryear (Gucci loafers essential here). Here are some of our favourite looks…

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Events Fashion

RENT A DRESS FOR ASCOT

To the sound of popping Prosecco corks, summer looks to be finally here and with it comes a flurry of summer events that fill our calendars with a mix of excitement and dreaded fear of what.to.wear. Previous years would have seen us shop up a storm online or on the high street (we didn’t know fast fashion was the enemy back then), however the new way to get your fashion fill – and ensure you’re not caught staring at your mirror double in the same outfit – is to borrow your look and rent a dress. Through university, flat sharing and beyond, women have been lending one another coveted dresses, trophy topper jackets and prized Chanel bags for balls, galas and weddings, so it’s only fitting that this year, you have a fashion flutter and rent a dress for your forthcoming ticket to the Royal Ascot, from MY WARDROBE HQ. Spanning Self-Portrait, Ganni, Rixo, Isabel Marant Etoile, Needle & Thread to Chloe, Dolce & Gabbana, Gucci, Zimmermann and more, our peer and brand wardrobes cover every occasion: need to cover your knees (Henley regatta) or cover the prerequisite square of shoulders (Ascot)? We’ve got you. What’s more, we’ve got a wardrobe full of designers bags and shelves stacked with Christian Louboutin and Gianvitto Rossi heels. If something catches your eye, drop us a line and one of our stylists can help plan your event wardrobe.

OFF WHITE – RENT £180; SELF-PORTRAIT -RENT £60; SAINT LAURENT- RENT £199; DIOR – RENT £450; SELF-PORTRAIT – RENT £55


Categories
Fashion Sustainability

SUSTAINABLE FASHION – KALITA

One of the biggest misconceptions with sustainable fashion is the lack of luxe factor, with consumers conjuring up images of frayed hessian sacks, shapeless designs and sludgy brown or green tones. Thankfully – or depressingly – due to the crisis reports highlighting the damage fast fashion is having on the planet, designers are cottoning on (pun intended) to newer ways of working, from material innovations, improved working practices and concrete sustainability policies that’s seeing more sustainable fashion brands emerging that give back to the planet while providing the all important luxe factor. Resortwear label KALITA has sustainability at its core: founded by Kalita al Swaidi in 2016, the collections are not just elegant, they are thoughtful in both design and what each piece can give back to Mother Earth. The label is also committed to being a part of the 2% of the industry who can say that they know and participate in an honest production process with their partners, ensuring the brand’s ethical practices are treated with respect and compassion. Crafted from billowing layers of organic fabrics – cotton and silk habotai both feature – the use of eye-catching colour has become a signature, and is created using hand dyes that go back into the ground. Spotted on Chloe Delevingne – who paired her green Peresphone dress with leather biker boots to a recent party – to Vogue stylist Pippa Vosper (who wore her white Aphrodite dress through pregnancy and beyond) KALITA reaches further than your typical resortwear brand. “It’s actually how I live”, Al Swaidi explains. “I need my travel wardrobes to be easy, versatile, look totally effortless, and truth be told – every single piece has to work hard. Practicality is essential. Evening dresses that are slightly wrinkled from a long flight when they come out of a suitcase can be easily steamed in a hot shower. Each dress can go from the beach to cocktails.” Destined for balmy beachside bars, a sun-soaked garden party and anywhere in between…these are our favourite picks that you can shop on MWHQ now.

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Fashion Sustainability

5 SUSTAINABLE INFLUENCERS TO FOLLOW NOW

With sustainability the buzzword of today, it’s easier than ever to show your support for sustainable fashion and saving planet earth thanks to a host of sustainable influencers. From sharing hacks to which podcasts to listen to and what fashion brands are doing their bit for the world, sustainability has the cool factor and it’s hip to be in – or following – the crowd. We’ve rounded up five women who are championing sustainability and spearheading changes against fast fashion.

Alice Aedy
Sustainable influencers
Alice Aedy

Alice Aedy – at 25 years old, Alice is an activist, photo journalist and documentary film maker. A passionate advocate for women’s rights and environmental issues, Alice has travelled to Iran and Somaliland and has had work exhibited at Somerset House. @aliceaedy

Sarah Ditty
Fashion Revolution
Sustainable influencers
Sarah Ditty

Sarah Ditty – a leading face in the fight against fasty fashion and the policy director at Fashion Revolution – a global movement that drives change across the fashion industry, and spearheaded Fashion Revolution Week following the Rana Plaza factory collapse in 2013. @sarahditty

Livia Firth 
Green Carpet Challenge
GCC
Sustainable influencers
Livia Firth

Livia Firth – the co-founder and creative director of Eco-Age, Livia launched the Green Carpet Challenge (GCC) in 2010 to bring sustainable fashion and methods to the red carpet. @liviafirth

Stella McCartney. Sustainable influencers.
Stella McCartney

Stella McCartney – fashion’s most famous face in the fight for sustainable fashion, Stella McCartney launched her eponymous line in 2001 and continuously challenges the status quo by creating sustainable fashion items from natural materials. The latest development includes mimicking faux fur from corn. @stellamccartney

Arizona Muse. Sustainable influencers.
Arizona Muse

Arizona Muse – you might be used to seeing this British-American supermodel on a runway, but fashion’s threatening effect on the environment and recent motherhood has made Arizona a modern poster girl for sustainability. With a seat on the advisory board for industry resource The Sustainable Angle, Muse’s recent mission is to call out the effect fashion companies have on biodiversity. @arizona_muse

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MWHQ

MWHQ – RENT DESIGNER CLOTHES AND ACCESSORIES

MY WARDROBE HQ is the UK’s first peer to peer and brand to peer wardrobe sharing platform that enables brands, designers, boutiques and individuals to rent designer clothes and accessories from their wardrobes on a secure, easy to use website.

Rent designer clothes and accessories

A social shopping platform with a sustainable heart, our aim is to encourage women to stop buying one wear, cheaply made fast fashion that ends up in landfill, and instead change their mindset to rent designer clothes and accessories – a term coined ‘slow fashion’. We want to empower women who may have taken a career break to raise a family; by renting out their clothes and accessories, women can earn money and monetise their wardrobes (as people now do their cars and houses) whilst doing their bit to save the planet.

Rent designer clothes and accessories
KALITA

Committed to offering a way of buying into luxury fashion but with a sustainable mindset, we are fully circular and offer a unique buy and borrow model – unlike other retail rental models – which allows customers to ‘try before they buy’, with no hidden catches. Who doesn’t love a Cinderella moment? We are democratising luxury fashion by enabling women who may not have previously shopped designer brands to rent designer clothes and accessories at a fraction of the cost. And if that Dior dress – rented at 10% of the original RRP – fits like a dream, why not message the owner and make an offer to buy it? Not only has the item extended its lifetime, the owner and buyer are both satisfied financially. #winning

So who are we? Led by Sacha Newall and Tina Lake, the team has a collective 70 years (!) in the retail and digital space across brands including Amazon Fashion, Arcadia Group, Daily Mail, ELLE, InStyle, Jimmy Choo, London-Boutiques.com, Matchesfashion.com, My-Wardrobe.com, Net-a-Porter.com,  Stylist and Vogue. Fashion enthusiasts, we can be found in our West Kensington office cooing over the latest wardrobe delivery and conjuring up new and exciting ways to deliver our sustainable message to you!

Rent designer clothes and accessories
SACHA NEWALL & TINA LAKE