She’s going through all these big life changes, whether it’s getting married or having friends who are getting married. “The girl that’s living on Instagram, that’s shopping at Revolve and Planet Blue and going to festivals, dating. Johnson said FashionPass’s target audience is women between the ages of 24 and 32. “I try not to wear the same thing more than once or twice, maybe because everyone else always seems to know fashion so well and have new looks!” “It’s hard to constantly have new looks for interviews, events, and photo shoots,” Long told me in an email. Kendall Long, who appeared on the 22nd season of The Bachelor and the fifth season of Bachelor in Paradise, began using the service after Johnson’s team reached out to her. All the offerings look like something a Bachelor contestant would wear on a date - and several former contestants have served as brand ambassadors, Johnson told me. The brands FashionPass carries, like Free People and For Love & Lemons, have a decidedly beachy, music festival-y vibe. In this way, FashionPass is similar to Rent the Runway Unlimited, except the focus is less on high-end brands and more on pricey fast fashion - more expensive than H&M or Forever 21, but less durable than designer pieces. Users can swap out the items as many times a month as they want. It has three tiers: Socialite ($79 a month), which lets users rent two articles of clothing and one accessory at a time Trendsetter ($109 a month), which lets them rent three articles of clothing and two accessories and Wanderlust ($139 a month), which is four articles of clothing and three accessories. Like other subscription services, FashionPass sends users a certain number of items for a flat monthly fee, regardless of their retail cost. (That said, it seems Johnson didn’t want FashionPass’s offerings to be completely different from Rent the Runway’s on Monday, Women’s Wear Daily reported that FashionPass was suing the clothing rental giant for allegedly monopolizing the market by engaging in exclusive deals with suppliers, some of whom canceled their contracts with FashionPass as a result.)Ī post shared by FashionPass on at 6:25pm PST I want to borrow from someone who feels like me at the other end of this.’” I was like, ‘I just want to borrow from my friend’s closet. “I didn’t like their product offering, I didn’t like the way they talked to their customers, because it didn’t feel like a friendship - it felt more like this big company that you’re borrowing from. “I felt like they weren’t speaking to me or any of my friends,” she said. After trying Rent the Runway and Le Tote, she began looking for alternatives whose offerings better fit her style. She came up with the concept in college, she told me, because she always wanted new outfits to wear to parties. FashionPass is like Rent the Runway, but for influencersīrittany Johnson didn’t create FashionPass with influencers in mind. Instead, its marketing strategy points to another facet of consumer culture: the social media-fueled desire to always have new clothing, especially for those whose livelihoods depend on looking good online - and for the wannabe influencers who emulate them. But FashionPass isn’t zeroing in on accessibility or sustainability. More recently, it’s also been framed as a sustainable alternative to fast fashion. Tulerie, a slightly newer service, lets customers rent individual items but is aimed at those who find Rent the Runway’s options a little too “mass-market.”Īnd now there’s FashionPass, a clothing rental service that specifically targets influencers.Ĭlothing rental is generally pitched as an alternative form of “shopping” for those who can’t afford or don’t necessarily want to pay full price for luxury goods. Le Tote and Stitch Fix, for example, each send customers personalized boxes from slightly less upscale brands. But in the 10 years since its founding, a crop of copycat startups have popped up, usually going after a market that highbrow Rent the Runway has yet to corner. Before Rent the Runway launched in 2009, the idea of sharing clothing with a bunch of strangers may have seemed off-putting and possibly unsanitary.
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