Clothing rental has finally made it to Denmark. For a country so invested in sustainable fashion, it’s taken a surprisingly long time.
Danish fashion brand By Malene Birger has partnered with clothing rental platform Continued to launch Rent the Look, allowing you to rent high-end pieces from a curated collection. The items, like dresses, skirts, suits, and accessories, include both new collections and those from their archive. The platform launches on 15th May.
The available dresses run the spectrum from black tie and gala-ready to ones more suitable for a garden party. The strength of Rent the Look is that it offers options for those who would like to wear something unique and beautiful to upcoming events, but don’t a) want to pay a full ticket price and b) don’t want to add to their wardrobes.
Though By Malene Birger makes clothing for pretty much every aspect of life, the focus of their collaboration with Continued is occasion-wear. For this, they’re digging into their significant archive to pull out dresses and skirts that you won’t be able to find anywhere else. Think floor-length silk dresses covered in silver sequins, strappy triangle-top dresses with numerous tiers of chiffon ruffles, and poufy princess skirts that look perfect with a tucked in t-shirt.
They also have a selection of their latest collection for a more modern look, including a patchwork tiger-stripe maxi dress and an A-line Broderie Anglaise frock with a plunging back. There’s even showpieces from runway shows, such as the patterned sequined dresses with partially detached arms
The couture and runway pieces are, unfortunately, only available in one size (typically size 36), and the newer collection come in sizes 32 – 44. There is also a smattering of accessories, including extremely rad silver sequin mules.
Continued was founded in 2017 by Vigga and Peter Svensson, also the founders of successful kids’ clothing line KATVIG. Niolaj Reffstrup, the CEO and co-owner of GANNI, was an early investor in the company, which gives an indication of the kinds of brands that Continued will be targeting with their platform.
As rental opportunities like By Malene Birger’s enter the Danish market, we are excited to see how people respond. It does address several current issues in fashion consumption, including reuse and affordability. We do wish there were more sizes available as the selection is very limited, but hopefully this is something that will change once there’s better proof of concept locally. With massive successes around the world like Rent the Runway, we predict that the clothing rental market in Denmark will grow quickly.
What better time to try out this service then a time when you want to wear something really spectacular? For any upcoming summer weddings, fancy parties, galas (do you go to galas?! Tell me more about your glamorous life!), or whenever else you want to look a little extra, give Rent the Look from By Malene Birger a try.
Want to rent By Malene Birger clothes with Rent the Look?
By Malene Birger x Continued is holding a pop-up event at Atelier September on Wednesday, 15th May from 11:00 am – 6:00 pm. Go try on some unique pieces with friends, drink bubbles, and then reserve the items you love for your upcoming summer weddings and other parties.
Rent the Look officially launches on 15th May!