Brides-to-be, or at least those who haven’t had to postpone their ceremony three times now, have a right to feel pretty blissful. Not only are the restrictions lifted (fingers crossed) at the end of June, the world of wedding dress rentals has never been healthier, with brides-to-be choosing to borrow the dress of their dreams. Even Carrie Symonds chose to rent her wedding dress for her secret wedding to the Prime Minister this weekend. In fact, since becoming Mrs Johnson, rental companies have seen the search for bridal looks increase dramatically. Hurr reports that after the wedding there was a 268% increase in bridal rentals.
But even before Symonds married Boris Johnson, wedding dress rentals were becoming more popular than ever. According to the peer-to-peer rental app By rotation, her selection of brides increased significantly during the lockdown, with searches for bridal wear increasing 400% since March 2020. In fact, the number of brides using the app to rent their wedding dress is six times higher than the number of brides using the app to rent their wedding dress. ‘before locking.
Perhaps this is because couples have chosen – in an effort to quickly squeeze in their ceremonies during times of relaxed restrictions last year – for smaller, more spontaneous nuptials, which means it doesn’t There was neither the time nor the need for a wedding dress that cost thousands and be seen by up to 30 pairs of eyes. There’s also the fact that sustainability has been firmly on the agenda in the fashion world since the start of the pandemic.
Elise Santangelino wearing a rental dress from By Rotation © Elise Santangelino
One of the advantages of renting is its price and the possibility of saving money. It varies, of course, but for an elegant white dress that would work wonders for a city wedding, you might only look at £ 20. Even for more traditional dresses, like those in the bridal special on My wardrobe HQ (where Symonds found her dress), which has a selection of designer wedding dresses, prices start from £ 11 per day (you can rent in four, seven, 10 or 14 day increments).
And, naturally, a rental dress is perfect for ticking off your “borrowed something” or providing a slightly more wearable, Meghan Markle-style second party dress when it’s time to hit the dance floor. On By Rotation, users will find, among her selection of dresses, everything from a silver dress trimmed with feathers by Ganni (which has been viewed over 1,500 times) to a babydoll dress by Rixo (viewed over 1,200 times), as well as a plethora of bridal-friendly accessories like bouffant headbands and high-end designer beaded handle bags.
Eshita Kabra-Davies wearing a Jacquemus dress, now available to rent on By Rotation © Eshita Kabra-Davies
“We have seen a growing number of brides-to-be signing up on the app and inquiring about their big day,” said founder and CEO Eshita Kabra-Davies, who listed her own wedding dress. “Once the lockdown is complete, we will also open our studio where we can accommodate fittings between the rotators. It is quite common for the groom to rent out his tuxedo, but renting a wedding dress seems to be less conventional even if it would be the perfect “something borrowed”! “
Naomi Walkland wearing a rental dress from By Rotation © Naomi Walkland
Within her community, people seem to really enjoy renting wedding dresses because it allows them to choose something a little different and less traditional. For Elise Santangelino, who had to cancel her initial plans due to Covid-19, it was the perfect opportunity to wear something simple but still spectacular for her revamped town hall wedding.
“I never wanted to wear anything traditional, and I was also hoping to find something second-hand. I love Cecilie Bahnsen and came across By Rotation about three weeks before the wedding day. I wore it with Cecilie Bahnsen sandals (even in the rain) and earrings personalized by my sister. Our day was perfect – so simple yet so beautiful and intimate, with just a small handful of family and friends with us. Can’t wait for summer 2021 – I hope we can have our biggest party with everyone in Italy yet! ‘
Anna Ross wearing a dress rented from Rotaro © Anna Ross
At HURR preferred options include designer Dresses and combinations by Racil, Delpozo, Cecilie Bahnsen and Emilia Wickstead. Their range of jumpsuits is particularly impressive, in fact, with prices starting at just £ 31 for a suspender and knot jumpsuit from Loyal to the brand.
While Rotaro, who has one of the chicest picks in the rental market, co-founder Georgie Hyatt says that in addition to the coronavirus creating a unique set of circumstances where one can choose to rent instead of ‘buy, she has also noticed a change in the way brides approach their big day gowns.
“With so many weddings postponed or canceled, we’ve found that brides still want to celebrate their future day, either with an alternate celebration or with a smaller wedding in the city,” she says. “However, outside of Covid, we have also noticed that the values of brides are changing. They place more importance on access than ownership, making renting a beautiful dress and saving thousands of people the smartest financial decision. ‘
1 of 21
2 of 21
3 of 21
4 of 21
5 of 21
6 of 21
7 of 21
8 of 21
9 of 21
ten of 21
11 of 21
12 of 21
13 of 21
14 of 21
15 of 21
16 of 21
17 of 21
18 of 21
19 of 21
20 of 21
21 of 21