From time to time my Instagram algorithm will taunt me with a dress. It is – unequivocally – the most beautiful dress I’ve ever seen. Satin, emerald green, halter-neck. The dress retails for about £200, and is always sold out in my size. The ad that Instagram teases me with is for a rental, which you can pick up for £73.
This is the latest fad in so-called eco-activism. Rent a dress for an astonishing amount – usually a dress that’s sold out or difficult to track down – and you will save the world! Fighting back against the mortal sin that is fast-fashion. The trend is so popular now that even the monarchy is getting involved.
At the recent Earthshot Awards in Boston, Catherine, Princess of Wales, wore a bright-green, rented Solace London dress. For the record, the dress was wonderful. Stylish, modern, and in no way an extension of the green carpet that was rolled out for the ceremony.
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