"Please don't buy" is probably the worst possible name for a fashion website, but precisely that is the name of a new website by Italian premium brand Twinset. The brand offers exclusive party dresses for all sorts of occasions, from wedding dresses to outfits for dates, for rent.
Hire your wedding dress
Rent the Runway got the world excited about renting clothes, and now that company is preparing for its stock exchange debut, the rest of the fashion industry is jumping on the bandwagon. Consultancy firm Bain estimates that clothing rental could eventually account for 10 % of the entire market, which would mean a turnover of two billion dollars (1.7 billion euros), by 2023. The Italian magazine Panorama reports this based on Allied Market Research.
The Italian luxury brand already took its first steps towards 'fashion renting' two years ago, but since this summer it has been offering a wider range through e-commerce - more specifically under the provocative label "Pleasedontbuy signed by Twinset". The brand has designed and produced exclusive garments specifically for the new dedicated website geared towards festive occasions. The party outfits are available immediately internationally, including in the Benelux.
Fun and zero waste
The project aims to make fashion fun and promote a flexible and zero waste attitude towards buying. The range currently consists of dozens of garments, including pantsuits for women and a section for girls, and is available in sizes ranging from 38 to 48. Depending on the design, it costs a maximum of 180 euros to rent a dress, and shoppers can hold onto their order for four to eight days.
Those who wish can rent up to three pieces at a time. Customers can also try on the items in eight of Twinset's Italian stores; for other countries, there is only the webshop. Courier service UPS will deliver the orders to customers' homes and will also pick them up afterwards.