Emilia Bona embraces the trend of renting outfits to profit from an extravagant dress worn only once at the Grand National.
Emilia Bona, a regular attendee of the Randox Grand National, has turned the experience of purchasing an extravagant outfit into a profitable endeavor. Well known for its prestigious horse racing events, the Grand National is equally celebrated for the fashion displayed at Aintree Racecourse each year. For Bona, who identifies the festival as more of a fashion occasion than a racing event, the process of selecting the perfect dress is a highlight of the three-day gathering.
At the 2024 Grand National, held at Aintree in Liverpool, Bona fell in love with a stunning tiered floral gown from the retailer &Other Stories, which was priced just shy of £200. Recognizing the limited opportunities for wearing such a striking piece—particularly in an era where social media showcases fashion moments—she devised a strategy to make the purchase more sustainable and financially viable.
After wearing the dress only once, Bona decided to rent it out through platforms like Hurr and By Rotation. This approach, which has seen a rise in popularity, allows individuals to borrow outfits for a limited time, providing a cost-effective alternative to purchasing expensive garments. In her case, renting the dress has yielded a profitable return. She listed it for hire at rates between £39.77 for a four-day rental and £71.40 for a month-long period. Many customers opted for the four-day rental, particularly those attending destination weddings.
Despite initial apprehensions regarding the potential damage to her expensive dress, Bona’s experience has been largely positive. Both rental platforms facilitate a rating system for users, which provided an added layer of security to ensure her dress would be returned in good condition. She expressed satisfaction with Hurr’s system, which includes ID verification and security deposits.
“Every time I get my dress back from a renter, I get it professionally cleaned… and then keep it in a dry cleaning bag ready for its next outing,” Bona stated. This meticulous care reinforces her commitment to maintaining the dress’s condition.
In addition to financial benefits, prisoners have shared positive feedback on their rental experiences. One customer praised the dress’s condition and the promptness of delivery, describing it as “really beautiful” and expressing gratitude for “5-star service.” Another remarked on the communication and the timely arrival of the dress, reiterating its impeccable condition.
This innovative approach allows individuals like Bona to tackle both wardrobe guilt and environmental concerns while also providing an opportunity to profit from pieces that would otherwise languish unworn. The strategy demonstrates a growing trend towards shared fashion, marking a significant shift in the way people approach special occasion attire. As fashion lovers seek to both express their style and manage consumption, renting outfits emerges as a viable solution within the industry.
Source: Noah Wire Services
