Cin­derella syn­drome

Muscat Daily - - FEATURES -

rent­ing un­til quite re­cently, even as ‘the mar­ket has ex­ploded in the US’, she said. Fash­ion ex­pert Julie el Ghouzzi, who heads France’s Lux­ury Goods and Cre­ation Cen­tre, calls the new rental trend the ‘Cin­derella syn­drome’.

“There is a real change in so­ci­ety. We have less need to pos­sess things and greater need for ap­pear­ances. This Cin­derella ef­fect means that even if we be­come a pump­kin at mid­night we can still be the most beau­ti­ful princess at the ball, and have all the plea­sure of lux­ury with­out hav­ing to own it.”

El Ghouzzi de­scribed this as the ‘quin­tes­sence of con­sump­tion - we con­sume the ob­ject which then dis­ap­pears’. Em­manuelle Brizay, co-founder of the Panoply City fash­ion rental site, said a whole new mar­ket was open­ing up.

“More than 90 per cent of our clients have never rented clothes be­fore. We are in a pe­riod of ed­u­ca­tion, not to say evan­ge­li­sa­tion.” Since Jan­uary the site has rented out 4,000 items from the lat­est women’s col­lec­tions from Marc Ja­cobs, Kenzo, Cour­reges and So­nia Rykiel. For € 60 a month cus­tomers can hire a dif­fer­ent piece ev­ery week, while a € 350 a month subscription gives them ac­cess to ten out­fits.

Clothes ‘clouds’

“Rent­ing changes the re­la­tion­ship with clothes,” said Brizay. “One con­tin­ues to buy them but you also can have more fun. In­stead of buy­ing an umpteenth black coat for the win­ter, with the same money you can change the colour ev­ery week.”

Even though the rental mar­ket for top-end lux­ury brands is still in its in­fancy, Brizay said the signs were very en­cour­ag­ing.

The at­ti­tude of the brands them­selves has changed, she said. “At the be­gin­ning we had to con­vince them and now some of them are com­ing to us to make sure they fea­ture in the se­lec­tion.”

De­signer bags avail­able for rent­ing out

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