Style to let

Aug 31 2009 by Liz Lamb, The Journal

Fancy donning designer dresses but don’t have a big bank balance? The latest craze in fashion is to rent, not buy. Liz Lamb has the details

THERE’S a little known secret in fashion Press circles – editors and stylists may be swanning around in Christian Louboutin heels or showing off the latest Alexander Wang IT bag, but the likelihood is they don’t own them.

Just like Amanda in Ugly Betty, the style set borrow their designer booty from fashion cupboards crammed with next season’s hot property.

Celebrities also have the borrowing option. Designers fall over themselves to loan out dresses, diamonds and accessories in exchange for the ultimate publicity - the red carpet.

Actress Keira Knightley admits she’s managed to kick her shoe buying habit via renting: “I haven’t bought any in quite a while. Now I just rent them for the day.”

For those of us who don’t have the world’s fashion houses falling at our feet or £1m in the bank, there is a host of new firms willing to loan us designer threads for the day.

Joanna Doniger of eveningwear rental company One Night Stand says: “Stars have always relied on borrowed frocks to give them the edge on the red carpet.

“Now a new breed of high-end rental companies is making it easier for the rest of us to dress up in style without making a long-term commitment to a gown …”

Here’s a guide.

CELEBRITY STYLE

TRY: My Celebrity Dress (www.mycelebritydress.com)

With the return of X Factor, Cheryl Cole style fever beckons. But forget cheap designer copies – you can rent the real togs as worn by Cheryl and other stars at My Celebrity Dress. It’s like borrowing from the wardrobe of your favourite celeb.

HOT PROPERTY: 3.1 Phillip Lim playsuit as worn by Cheryl in the X Factor campaigns (from £94.99 for three days); Herve Leger teal beaded dress as worn by Cheryl Cole (from £145 for three days) and Preen Power bandage dress as worn by Gwyneth Paltrow (from £95 for three days).

WHAT’S THE CATCH? No membership or deposits required but there’s a non-refundable 15% charge on the dress hire cost to reserve your

favourite frock in advance.

ALSO TRY: Girl Meets Dress (www.girlmeetsdress.com), or One Night Stand (www.onenightstand.co.uk).