How fashion rental is changing the way women shop.
There was a time when buying a new outfit for every wedding or special celebration felt like a necessity. But with wardrobes overflowing and sustainability becoming a growing priority, more women are rethinking the way they shop. Fashion rental is stepping into the spotlight, offering a smarter way to wear beautiful clothing without the long-term commitment.
For Kelly Schwegmann, founder of RNTL Collective in Umhlanga, the idea was born from a simple favour between friends.
“A friend was looking for a dress to wear to a wedding, so I sent her a couple from my own wardrobe that I’d already worn,” Kelly recalls. “Another friend ended up wearing one too, and it made me realise how many women need beautiful dresses for special occasions but don’t want to buy something they’ll only wear once.”
That lightbulb moment inspired the launch of RNTL Collective, a curated designer dress rental boutique that gives women access to stunning occasion wear while encouraging a more circular approach to fashion.
The process couldn’t be simpler. Clients book a complimentary fitting via WhatsApp or Instagram before visiting the showroom to browse the collection. Once they’ve found the perfect outfit, they pay the rental fee, enjoy the dress for up to a week, and simply return it afterwards. RNTL Collective takes care of all the dry cleaning and garment care, making the experience completely hassle-free.
Kelly says the appeal goes far beyond convenience.
“More women are becoming conscious of sustainability and are thinking twice about buying a dress they’ll only wear once,” she says.
“Renting allows them to enjoy a new look for every occasion while making more mindful fashion choices. It’s practical, cost-effective, and means you can wear high-quality, fashion-forward pieces without the cost and commitment of owning them.”
The shift reflects a growing global movement towards conscious consumption. Instead of purchasing garments destined to spend years at the back of a cupboard, women are investing in experiences, versatility and reducing unnecessary waste.
As for what’s trending? Romantic fashion is having a moment.
“Tiered maxi dresses with feminine frills, flowing silhouettes and bold prints are always favourites,” says Kelly.
“Florals have also been incredibly popular.”
While rental fashion is well established internationally, Kelly believes South African women are embracing the concept with increasing confidence.
“They’re looking for smarter, more sustainable ways to dress for special occasions,” she says. “Rental fashion gives them the freedom to wear something incredible every time without feeling guilty about a once-off purchase.”
GET TO KNOW KELLY
Dream wardrobe piece: Anything Prada.
Three words to describe my style: Casual, comfortable and feminine.
Style icon: Kendall Jenner.
Favourite part of my job: Watching a client’s confidence shine when they
find the perfect dress.
Details: IG: @ rntl_collective; 073 733 9870
Photos: Vanilla Photography
