This need for something new and different for every social outing has even created subcategories in the luxury rental business.
In Paris the clothing rental store Quidam de Revel has carved out a niche in the industry by renting only designer vintage clothing. Located in the 3rd Arrondissement (it faces the Christian Lacroix-designed hotel Le Petit Moulin), the store caters to a discerning clientele looking to make an impact.
Opened six years ago by Philippe and Emmanuel Harros as a way to make money out of their love of vintage fashion, the store rents clothing, bags and jewelry for one night or for an entire fashion season. "Our clothing is really the crème de la crème of vintage," says Philippe Harros, who also counts most of the top fashion houses as clients who come in and rent pieces for inspiration. With an adjacent storefront chockablock full of the husband and wife\'s vintage finds, renting is by appointment only. "We see ourselves as consultants for our clients. We make a selection of items from what they give us as guidelines, and we use our own knowledge of the collection to make the best choices," he says. The couple plan to open a second rental store in the new year.
But what has brought on this recent change in perception on renting luxury? Unexpectedly, the transformation has been helped along by a change in corporate policy by many top businesses. For years businessmen all over the world have gotten a clothing allowance from their companies to rent a tuxedo or other luxury items they need for an event. But while any company looking at the bottom line is not going to pay for a female employee to buy a new evening dress, they are now more willing to help pay for renting one. "In the last five years a lot of businesses have started to pay for some if not all of a rental. They will pay, say, £80 or £90 of the cost and let the women top off the rest themselves," says Doniger.
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