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.
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.
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.
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.
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!