Another month, another lender love recognition . ‘Lisa’s Lenders Love List,’ is a delightful dive into the world of fashion rental where I celebrate the fabulous individuals behind this thriving community! Each month, I shine a sustainably stylish spotlight on top lenders who are not only sharing their stylish wardrobes but also revolutionising the way we think about fashion. You'll discover their unique stories, personal highlights, and top tips for anyone looking to join the rental revolution. Whether you're a seasoned lender or just curious about how it all works, prepare to be inspired by the creativity and passion of these remarkable style-savvy trailblazers. So without further ado, I am delighted to introduce to our latest featured lender – Lucy Williams.
Tell us a bit about yourself! Who is Lucy Williams outside of the fashion rental world?
I am a stay at home mum to my little boy, Wilf, and live in the Somerset countryside with my husband and Pomeranian. I love to go on long daily walks in the countryside, and preparing home cooked healthy meals for my family, which I document on my Instagram (@banwelllucy). I love the slow paced simple life that motherhood has provided me with, and this aligns with my ethos on sustainable clothing too.
How did you first discover the world of fashion rentals? Was there a specific moment that inspired you to start renting out your wardrobe?
It was in the gap between lockdowns during the pandemic. I was on holiday and a friend, who admired my wardrobe and often borrowed dresses, contacted me to say she had read an article online about people renting their wardrobes out and felt it would well suited to me to do also. I did some research into it, and began listing some items on rental sites. It made perfect sense to get more use out of my clothes by letting others who wanted to, rent them.
How long have you been renting out your wardrobe, and what was the first item you ever rented out?
Although I listed my wardrobe during the pandemic, it wasn’t until the lockdown lifted that suddenly I started to get an influx of rental requests. I think everyone was just so glad to be allowed to go out again, and have normal life resume. But at the same time people had suffered so much financially during covid, that renting as opposed to buying was really appealing. It was also at a time when delayed weddings were now given the green light, so there was a demand for wedding guest rentals.
My first item I rented out was a Rixo dress, which was for a bride whose destination wedding was cancelled due to covid.
What’s the story behind your favourite item in your rental collection? Why do you love it so much?
My favourite item is any of my Rosa dresses by independent designer Johanna Sands. I am completely obsessed with her designs. I first discovered them after having my son in 2021. My style completely changed from tight skinny jeans, fitted tops and tight dresses. This was down to my body/frame/shape having changed, I had lost confidence, and I wanted a dress that was accommodating to this, but not compromising on style. I have the Rosa dress in so many different colour ways and fabrics (my favourites are the linen ivory and linen red) and it is my absolute go-to dress. They rent out so well as I think so many other women can relate to that post partum feeling, and this particular design of Johanna has a cult following on Instagram (@johannasands_thelabel). So many of my renters are women of similar age to me, who also feel their style has changed since having children. I love being able to offer options to these renters where they can still feel and look amazing, but with a more conservative style. Every single renter who borrows a Rosa falls in love with it, I get so many requests offering to buy it from me.
Can you share one of your most memorable rental experiences? Perhaps a special event or a particularly happy renter?
I had a renter borrow an Isobel Marant Etoile dress of mine for a garden party. I learned this was being hosted to celebrate the end/success of her chemotherapy. I was delighted I was supplying her dress for this occasion, it felt really special. My younger sister had childhood cancer and overcame it, and so to celebrate this renter achieving the same, it was something very close to my heart.
What are your top three must have items in your rental wardrobe? Any timeless pieces that always get rented out?
Sleeper Atlanta Dress. Such a versatile dress that is so popular for vacations. Its light to pack, cool linen, can be worn braless, great for the beach or for evening, worn on or off the shoulder. Its also really popular for baby showers too as it lends itself to maternity wear well. I have it in various colour ways.
Johanna Sands ‘Johanna dress’. As well as the iconic Rosa design mentioned above, this relatively new style of Johannas, with a high square neckline, is proving to be really popular. It is so versatile in that you can wear as a day dress, or team with heels for the evening. A really popular summer day dress for holiday. It is also great for maternity/post partum, as one size fits all. Another one of Johanna’s designs, the ‘Bianca’ dress, (which I also have in many fabrics) is also perfect for breast feeding thanks to the clever concealed front zip, so that’s always really popular with my renters too.
Minkie Studio floral mushroom dress which is very popular with renters. This Liberty print is divine, it receives compliments all the time. It is also incredibly lightweight so can be used as either a summer dress or a transition piece paired with knitwear into autumn.
How do you decide which items from your wardrobe are perfect for renting out? Any tips for making these choices?
I tend to concentrate solely on dresses as I find this is where the demand is. My focus is on sustainable fashion, so nearly all of the dresses I offer are made by independent designers within the slow fashion sector. This means many of my dresses have been made for me, and I have had direct contact with the designer from design through to dispatch. Because so many of these dresses are made to order and/or sold in such limited numbers, they are not always that easy to acquire and therefore the demand for renters accessing them through a rental is high. They are appealing for renters as they know there is a very small chance of someone at their event likely to be wearing the same dress.
What’s been the biggest surprise or unexpected benefit you’ve found from renting out your wardrobe?
I have made so many friends doing this, and formed close bonds with so many of my renters. This means we often steer away from discussion of rentals and have WhatsApp conversations discussing the designers, new items, styling ideas etc. It has been lovely to connect with people who share similar tastes in style.
How do you handle the care and maintenance of your rental items to keep them in top-notch condition?
I include care cards in my rental packages. Once the item is returned, I have a designated dry cleaning day, where my son will accompany me to the dry cleaners – he gets spoiled there by the owners who we are now well known to, so he certainly enjoys the day. I always ask the renters not to wash the item, I am quite particular about how my dresses are cleaned and I love them to smell a certain way too – I am always complimented in my reviews on how amazing my dresses smell. I pride myself in sending out dresses in perfect condition, and I pack the dresses myself in order to determine this.
What advice would you give to someone who’s just starting out with renting their wardrobe? Any beginner’s tips?
Definitely start off small. Slow and steady wins the race. By adding gradually you are able to gage what renters want, build a clientele and assess what there is a demand for. Vinted and eBay are great for sourcing relatively inexpensive items. It is also a good idea to be unique, and have a target rental audience. Because a lot of my dresses are deliberately designed as oversized, this allows scope for a wider margin of renters, as I can market a dress to fit sizes 8-12/14, one size fits all. I personally choose dresses that don’t pose a high risk of damage, so I stay clear of sequins, feathers, and delicate materials. I also ensure I am approachable to renters, I keep my communication with them informal and friendly.
How do you stay updated with the latest fashion trends? Any favourite influencers or fashion sites you follow?
There is an Instagram page @dailydressedit which is a platform for introducing/acknowledging small brands and slow fashion. This is curated by @isabelspearman who is great at demonstrating how to style these pieces. It is also really useful for me to gage from the comments/likes what is popular and sought after. I don’t tend to follow trends, I go for classic styles that I know I will wear year after year. I also adore Jessica Diner, Vogue @jessicadiner style. She is a massive advocate for slow fashion and always looks amazing in whatever she wears.
What’s the secret to taking great photos for your rental listings? Any tips for making items look irresistible?
I always try to take full length pictures so renters can see what the dress looks like in its entirety. I do not touch the colour by editing as I like to give an accurate depiction of the fabric and colour. I take pictures of me wearing the dresses candidly in my everyday life on my instagram, which also shows various ways I style the dress. I also love to see images of my renters in my dresses, and I share these on my Instagram with their permission.
Have you noticed any changes in your own shopping habits since you started renting out your wardrobe?
Most definitely. Given I have met so many women with similar wardrobes through lending, it has enabled us to liaise and rotate our wardrobes, and to be selective about what dresses we chose to purchase, we share. When purchasing a dress now, I consider where I would wear it, how likely I am to wear it and how likely it is to rent out.
Finally, what do you love most about being part of the fashion rental community?
The main thing for me is feeling that I am playing a part, albeit a small one, in saving our planet. I also love that small brands are being recognised and acknowledged, therefore stirring away from the desire for fast fashion. I also love the feeling of sharing, and being able to help other people look and feel amazing without them having spent vast amounts of money.
A massive thank you to the lovely Lucy for agreeing to be featured on my Lenders Love List. Check out her fabulous rental wardrobe on HURR and By Rotation.
Comments