The collaboration between Browns Fashion and luxury rental emporium Armarium is both innovative and intriguing. Recognizing the need for an exceptional (designer price points) special occasion dress that may only be worn a few times, Browns Fashion is hosting a pop-up at its South Molton Street London store for women to rent upscale pieces without paying the hefty full-price that usually accompanies a luxury designer item. With conversation in the fashion industry about the sustainability of closets, this collaboration makes a lot of sense and may be the start of something more widespread.
Marc Jacobs dress $540 to rent v. $4200 retail
Dolce & Gabbana $450 to rent v. $3610
Ronald Van Der Kemp $385 to rent v. $3030 retail
Roberto Cavalli dress $720 to rent v. $7495 retail
Source: Photographer: Jonathan Middleton
