Once upon a time she was the queen of the British high street, credited with a Midas touch that turned Topshop, and later Whistles, into retail goldmines. But these days, with some 350,000 tonnes of clothing ending up in landfill every year, Jane Shepherdson is busy convincing UK fashionistas not to shop. Joining My Wardrobe HQ as Chair last October, she has turned her attentions to a slower – but no less stylish – business model. Namely: why buy, when we can borrow? Formerly the preserve of prom dresses and wedding tuxedos, clothes hire is fast becoming the savviest way to dress more sustainably while still enjoying the thrill of a new outfit. Businesswire valued the global online clothing rental market at $1.26 billion in 2019, predicting growth of 8.7% over the next five years. Alongside resale platforms such as Vestiaire Collective and monthly subscription models like Onloan, the new generation of rental sites promise an antidote to the toxic excesses of the industry – and a prime opportunity for brands. Clothing rental is a guilt-free way to enjoy fashion, to be experimental and to have fun with it again The brainchild of founders Sacha Newall and Tina Lake, My Wardrobe HQ acts as both a rental business and consignment...