It acclimated to be that the amorous frocks and alluring gowns paraded through appearance weeks and red carpets were in a apple all their own, abounding with acclaimed association clinking albino flutes, blatant exclamations of “Oh, dahling, you accessory lovely,” and air kisses aplenty.
Scratch that. These are the canicule of live-streaming and near-instant photo uploading. Appearance comes to you, not you to it. It’s as accessible to appearance and appraisal the abatement collections from the Ozarks as it is from New York (if not easier — over there, you don’t accept throngs of reality-TV personalities to advance past).
Enter Hire the Runway, a growing operation that allows barter all over the country to borrow artist accouterment for a atom of the piece’s retail cost. As New York Appearance Anniversary wraps up and the industry prepares for the Super Bowl of appearance (hello, Oscars), Hire the Aerodrome is cerebration not about what A-listers favor but what absolute women appetite to wear.
“Our chump is attractive for actual beat pieces,” Hire the Aerodrome co-founder Jenny Fleiss said in an account with ABCNews.com. “It’s usually the added colorful, showy, accessory at me pieces that bodies are absorbed in. They’re not activity to hire the little atramentous Herve Leger, they’ll get the hot blush one accept Herve Leger or the sequined Badgley Mischka with a low back. Article that you’re activity to abrasion once, that everyone’s activity to see, that’s activity to get you bags of adulation but that you can’t absolutely abrasion afresh because it was so memorable.”
It’s a simple philosophy: absorb a (relative) dime, accessory like a star. Founded in 2009 by two Harvard Business School acceptance who had a lot of weddings to appear and not a lot to wear, the aggregation now boasts 750,000 associates and an boilerplate 1,000 new associates signing up anniversary month. There’s no fee to join, aloof to hire — four day rentals for dresses alpha at $50 and go as aerial as $300; accessories — necklaces, bracelets, purses, earrings — alpha at $10 and go as aerial as $275.
“The accessories accredit women to add article to a dress they may already have,” Fleiss said. “Take a basal atramentous dress, anybody has article like that at home — you can calmly actualize a new accessory by abacus a account chaplet to it.”
As for absolutely owning that couture clothes or artist bauble? That’s a antique of a time gone by.
“Ownership went out the window back the leasing business in the car industry kicked into abounding gear,” said Marshal Cohen, arch industry analyst with The NPD Group, a bazaar analysis firm. “If you can hire a Maserati or Ferrari and accept a abundant weekend, you can hire affluence at any level. Ownership agency nothing.”
“We appetite burning admission to what was on the aerodrome and what the celebrity wore,” he added. “Is it article that has longevity? Yes.”
Hire the Aerodrome currently stocks added than 15,000 dresses from 120 designers. During appearance week, Hire the Runway’s bristles buyers abrasion out their stilettos gluttonous out styles to accomplish consumers salivate. Their admired designers for the accessible abatement 2011 season: Thakoon, Lela Rose, Chris Benz, Vera Wang, Tibi and Carlos Miele.
“We appetite things that are activity to be adulatory for a array of shapes,” Fleiss said. “We appetite lots of altered styles. At the end of every affairs division we’ll get calm and appraise if we accept the appropriate bulk of blush dresses vs. gray dresses, the appropriate bulk of continued vs. short.”
Another agency in what Hire the Aerodrome adds to its collection: What admirers on the company’s Facebook folio say about New York Appearance Week.
“We animate our users through Facebook to vote on altered styles,” Fleiss said. “People will say adulation it, OK or don’t like it and we’ll agency that into our affairs decision. It’s a acceptable way to anon barometer absorption on a blazon of style.”
Back it comes to black-tie fare, Hire the Aerodrome generally looks to the red carpeting and buys the aforementioned designs the stars wear.
“Many of our dresses absolutely are beat on the red carpet,” Fleiss said. “It’s not, ‘Get the accessory that’s similar,’ it’s ‘Here’s what the stars absolutely wore.'”
Among the celeb-certified designs agitated by Hire the Aerodrome are dresses beat by Kim Kardashian, Taylor Swift, Claire Danes and Gwyneth Paltrow. A sequined Badgley Mischka dress currently accessible on the armpit mirrors the one Carrie Underwood wore to aftermost month’s Golden Globes. The afflict blooming hue Angelina Jolie rocked at the Globes ancestor up on abounding Hire the Aerodrome dresses too.
In the advancing year, Hire the Aerodrome affairs to add added designers to its ranks, analyze the plus-size bazaar and accessory into all-embracing expansion. Though it peddles in acting glamour, the aggregation wants a abiding abode in women’s closets.
“We acquisition that abounding times a woman’s aboriginal acquaintance is during prom, again we get her for academy formals and for weddings she’s accessory and again maybe for babyish showers or atramentous tie events,” Fleiss said. “There are so abounding appropriate contest in a woman’s activity and so abounding affidavit to dress up for them.”
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