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Fashion MWHQ Saving the Grace Sustainability

Clothing Rental: A solution for every party and our planet

If you hadn’t heard already, clothing rental is in. And there is good reason…

Clothing rental is a revolution in how we use our clothes – it could call an end to those disposal clothing purchases brought solely for a single event, where a photo on Instagram means that the dress never sees the light of day again. Clothing rental is a solution. It’s time to rent a dress, or two. 

Empowering Women

The modern woman is empowered through fashion. Fashion creates our identity; an expression of who we are, and who we project ourselves to be. With each event and party, brings an opportunity to show the world who we are as women. 

Temptation of Fast Fashion

With this has come an endless choice of pieces, paraded to us in shop windows, discounts galore, the tempting walk down a high street, or purely in the comfort of our home, it’s hard not to spend money on fashion when we see influencers, and celebrities wearing the latest designer pieces that we only hope will look half as good on our bodies. 

Yet the endless shopping is taking a strain on our bank accounts (the dreaded fear of looking at one’s balance after a shopping spree online the night before… is an experience that is far too common for women like myself). British women have 60% more clothing and keeping them for half as long as 15 years ago; wardrobes filled with both fast, and/or designer fashion.

Fashion’s Impact on Women & the Planet

And while fashion is a source of freedom for many women, the creative expression of their clothes is an oppressor for the women making the clothes. Fashion Revolution has brought light to this through the campaign #whomademyclothes and is asking consumers to ask these questions. 

Stacey Dooley stands where there was once the Aral Sea
BBC/HELLO HALO/OLIVIA STRONG

There are also bigger environmental problems as a result of fashion. Water the source of all life for the world is being put under pressure for the constant demand for cotton and other materials. Stacey Dooley’s documentary ‘Fashion’s Dirty Secrets’, and its exposé on the Aral Sea that has lost over 80% of its water proved just have threatening the fast fashion industry can be. 

Fashion & Water

The fashion industry is the third most polluting industry of water on the planet after oil and paper, communities are left to use toxic water contaminated by the chemicals that make our clothes which is causing serious diseases and cancers in much of the developing world. 

But the environmental impacts of fashion should not stop us from the liberation that fashion has given to women – it should only make us change how we consume it. There is no need to buy a dress, when we can rent one.

Sharing Economy & Clothing Rental 

Thankfully the sharing economy is coming to centre stage of fashion as we slow down our actions. Fashion rental is the equivalent of shopping online (with far cheaper prices) and you can ‘own’ the item(s) from 7 to 365 days. Each service works slightly differently, however MY WARDROBE HQ (who recently teamed up with fellow rental platform Wear the Walk) holds the stock and offers a concierge styling service to help you choose the perfect dress for any occasion.

Written by Emily Broughton, Founder of Saving the Grace – a sustainable living platform focusing on 5 areas of change: lifestyle, food, fashion, wellness and action in the world, to save our world’s waters through empowerment and education. 

Categories
Fashion In My Wardrobe MWHQ MyStory

In My Wardrobe….with Madeleine Macey

With a career spanning fashion brands Temperley London and Manolo Blahnik, it’s little surprise that Liberty London‘s Chief Marketing Officer Madeleine Macey has one of the most extensive and desirable wardrobes in London. Filled with floor-sweeping gowns, sample sale and vintage shop finds from Burberry, Vilshenko, Stella Jean, and plenty of Temperley London, each piece comes with its own fantastical story that’s as exciting and effervescent as its wardrobe owner.

Having cut her teeth as a showroom model for Roland Mouret, it seemed only natural for Madeleine to wear some of the pieces for a photoshoot in her balmy Bali-esque back garden – all of which can now be rented and bought exclusively on MY WARDROBE HQ.

We sat down with Madeleine to chat Elton John and Naomi, modelling for Glyndebourne and the female artists we should be following now…

MyStory…black Roland Mouret dress. This dress was a gift from Roland Mouret to me from one of his earliest collections. I wore it to one of the most amazing events of my life held at Hampton Court Palace, where Elton John played live to an intimate crowd of extraordinary people raising money for an important Russian children’s charity. Also, a particularly memorable moment was when Naomi Campbell literally used me as a crutch to walk her across the palace’s cobblestones in her ridiculous shoes. I can’t say it was the beginning of a beautiful friendship… 

Roland Mouret dress available to rent on MY WARDROBE HQ

Your earliest fashion memory…My mother used to work as a guide at Bath’s Fashion & Textile museum so I’ve been surrounded by many references from a very early age.  But the first penetrating fashion moment that really shaped my love of fashion was at 16 when I saw a video of the iconic white jersey cutout gown by Tom Ford for Gucci from his 1996 white gown era strutting down the runway…. I’ve been chasing that look and feel ever since. 

GUCCI by Tom Ford AW’96

What’s in your little black book? Corsica is a place I visit every year. I try to explore a new region every time – it’s so untouched and beautiful and the Corsican’s are such a proud and brilliant people. Please don’t go there, I want it to remain empty!

Favourite items you’ve borrowed… My family loves going to Glyndebourne. As a child I’d watch my mother get ready for the great summer moment and these dresses were highly coveted. It was a lovely moment when a couple of years ago, they chose me to be their poster girl wearing one of my beautiful Temperley dresses with an Osman jacket – it was like I’d completed a piece of personal history!

Your most visited tabs on your laptop..I almost exclusively operate by iPhone … I wonder if we’ll have laptops in the next few years??

Three people we should be following Instagram… My best friend @Andrewarginarmstrong. He is hilarious and can wear a hat and a statement earring better than anyone known. His feed makes me happy. @benpenreath for ultimate house inspiration and how I plan to live when I’m a grown up. @thegreatwomanartists. A powerful curation of all the extraordinary female artists you are yet to hear about and need to. 

Painting by Mamma Andersson

Where you go or what you do when you want to feel inspired? Tour a National Trust property. 

A sustainable switch you’ve adopted that you try and live by every day… My fashion shopping habits have massively changed. I am more likely to be trawling the charity shops than designer floors. Once you get the hang of the fruitful areas of London and the well edited stores, you will be amazed what you can find. I discovered this Armani 1990s show stopper which can now be rented on MY WARDROBE HQ

Armani dress available to rent on MY WARDROBE HQ

Rent Madeleine’s wardrobe including these dresses by registering on MY WARDROBE HQ or contacting info@mywardrobehq.com

Feather print gown, black lace gown and white lace gown all Temperley London, oyster lace dress Luisa Beccaria, yellow dress Nehera, maroon gown Roland Mouret.

Photographer Chris Pugh; Stylist Alessia Farnesi

Categories
Fashion Lifestyle MWHQ

MY WARDROBE HQ at The Serpentine Summer Party 2019

Summer doesn’t officially begin until the art, fashion and music worlds collide to celebrate the opening of the Serpentine Pavillion at The Serpentine Summer Party, hosted by Chanel. Imagined by Japanese architect Junya Ishigami, this year’s design comprised a free flowing and organic slate canopy roof that appeared as though it had grown from the ground.

When it comes to event dressing, MY WARDROBE HQ champions sustainable fashion and is leading the way by offering a new way to dress. With this in mind, we invited some of our favourite personalities from the fashion world to join us at the Serpentine to kick off the season in rented dresses, all chosen – and available to rent – from the MWHQ platform.

Candice Lake in rented LoveShackFancy
Jade Parfitt in rented Vilshenko
Jasmine Hemsley in rented Saloni

Visit www.mywardrobehq.com to register to join our platform OR drop us a line at info@mywardrobehq.com if you have a big bash coming up and fancy popping your fashion rental cherry 🍒

Categories
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.

Categories
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