Love fashion, but hate the toll it takes on the planet? Have a wardrobe full of clothes, but feel like you have nothing to wear? Swooning over the Alessandra Rich that Sasha Ray just rocked? Then Best Kept Shared is about to become your new go-to. Introducing the Dubai’s first truly peer-to-peer fashion rental platform, think Airbnb - for designer fashion.

It’s a whole new way to wardrobe, where rental and resale are in and throw-away culture is out. This new, sharing-based approach to wardrobing allows you to scratch that itch for something new without taking up precious closet space, breaking the bank, or giving in to fast fashion.

We’ve curated pieces from the coolest closets across our city for you to simply enjoy and return. With it-girl lenders like Desert Mannequin and Tala Samman and their covetable wardrobes. And cult designer favourites like Rotate and Cecilie Bahnsen, along with the icons, Gucci, Prada and Chanel all on offer.

It's no secret that our insatiable buying habits are damaging the planet. The fashion industry is considered one of the greatest polluters – responsible for producing over 2 billion tonnes of greenhouse gas emissions and 90 million tonnes of textile waste every year. If you’re like me, you know you need to buy less to reduce your fashion footprint but battle with a constraint desire for fresh feed-worthy outfits.

When the need for wardrobe newness prevails, think of Best Kept Shared as your eco alternative to giving in to the perpetual cycle of fashion. By renting instead of buying, the circular model extends the lifecycle of clothing by keeping them in use and out of landfill. Ultimately it aims to decrease the amount of new clothes purchased and therefore produced. After all, the most sustainable garment is the one already in your wardrobe.

And while your ever-evolving wardrobe will have everyone wondering where you find space to store it all. Your closet can breathe a sigh of relief knowing it will have fewer ghosts-of-styles-past left shoved away in the back - an approach that is Marie Kondo approved.

Rental also allows you to try pieces that are out of your comfort zone without having to really commit. You’ll feel more liberated to try a bold new style or wear something unexpected, knowing that you’re not making a serious, long-term commitment. Leaving you with all the excitement of a fashion fling but none of the strings attached.

And renting is just as kind on your purse as it is on the planet. With pieces costing just a fraction of their retail price, renting leaves your wallet free to focus on creating a high-quality, capsule wardrobe while renting that Paco Rabanne metallic dress [Link to dress product page] you’ll only wear once.

As if that wasn’t reason enough to join Best Kept Shared (seriously, what are you waiting for?), renting is also a sure way to avoid that dreaded buyer’s guilt. Embroidered Yuliya Magdych midi anyone?

So, I invite you to join us in this rental revolution. Watch here to find out how. Go on, I’ll bet rental looks great on you.

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