Tara Maher spills all ….
Owning your own clothes is so last season.
Fashion rental is one of the fastest-growing services in the fashion industry and is set to be worth $2 billion by 2025. Although several big-name fashion rental services now operate in Ireland, the majority of bases have been in Dublin and surrounding counties until now.
Best Kept Secret, based in Carrigaline, is Cork's latest fashion rental service to open its doors.
Founded by Elma Collins-Botha, BKS's goal is for it to be an extension of your wardrobe, with a specially curated collection inspired by Australian fashion that is individualistic, playful in form, and relaxed in style.
Although Elma is still based in Australia, BKS has a showroom here in Carrigaline. Their fashion collection is heavily influenced by leading designers down under. Australian brands have come to the fore in fashion and are leaders in timeless, elevated capsule fashion pieces.
Elma wanted to make the Australian fashion ethos accessible to the Irish market. Aje, Ulcer, Scanlon Theodore, Acler, and Zimmerman are a few of the brand names on the BKS roster, but they are constantly on the lookout for more pieces to add to their collection.
"Being on the ground in Melbourne is a great way for us to really connect with what we're bringing to Ireland. It provides us access and visibility to the clothes, how people are wearing them and styling them on the streets of Melbourne, in Sydney, and all these major cities that have such unique individuality in how people express themselves," Elma revealed.
Having sought out popular pieces in Australia that suit BKS' image and ethos, Elma brings them to the team members in Carrigaline. Together, they decide on the final apparel that will be a hit at home in Ireland.
The team members host the showroom in Carrigaline, inviting customers to book appointments through Instagram. Shoppers are encouraged to bring their own shoes or accessories for a personalized styling experience are asked to share information about the upcoming occasion or event to ensure customers make the most of their 30-minute time slot.
Elma adores fashion, as do her team members. With years of experience in the retail, bridal, and corporate industries in cities like London and Melbourne, they all bring their own flair to the business. Since the showroom opened, they have been playing off each other's strengths to ensure customers enjoy a one-to-one bespoke experience. "We're bringing a real global aspect of how things work to a really fun industry and something that we're both super passionate about," Elma said.
The global fashion rental industry is growing exponentially but is still a foreign concept on Irish shores. It is currently most popular for young women seeking occasion wear, but the market is quickly expanding. The premise behind fashion rental is straightforward. You see an outfit you like, pay a fee, order it, wear it, and send it back.
Choosing BKS isn't just about looking good, it's about doing good too. By renting your fashion, you're making a sustainable choice. You're helping to reduce the amount of clothes that end up in landfills and you're eliminating the need for long-term storage. Plus, you get to wear high-end labels at a fraction of the cost. It's a win-win for you and the planet.
While renting has become one of the most environmentally friendly options for fashion lovers, many are still apprehensive about the responsibilities and consequences of renting.
We've all been there—a spilled drink down the front of your dress, a cigarette burn, a small tear. It happens, and even though we do our best to avoid them, they are inevitable. The fear is bad enough, but when it happens to clothes that aren't yours? BKS has introduced a capped 30 refundable damage fee, which acts as insurance for any mishaps.
Another concern for shoppers is the inconvenience, as there are a number of steps involved in the process. BKS has stripped it back to minimise the effort for shoppers and offers a contactless drop-off service at the showroom for convenience.
Elma explained that many similar services price their clothes based on the RRP, but having decided there were already too many variables, they decided on a flat-rate rental fee structure.
BKS currently specialises in occasion wear but in the coming months plan on expanding into more capsule pieces.
"What we mean by capsule is your whole wardrobe, for example, a coat or a suit for going to work. Looking at it as something that you can do on a more regular basis and starting to build the offering around that has been a really core part of how we've tried to grow the business".
What sets BKS apart from its competitors is that it offers a day rate. For 40, people can borrow clothes for one day. This offer is available from Monday to Thursday and is ideal for last-minute shoppers who need something fast and on a budget.
"It's part of our ethos to try to be an extension of your wardrobe and really solidify our tagline, which is 'for the I have nothing to wear moment. ' We really want you to say I have nothing to wear tomorrow. So come to us. And we'll give you an outfit, which will cost forty euros. It's very affordable. It's breaking down the barriers and the challenges of trying to rush into town, find parking in the city, pay too much for something you don't like, and then own it afterward and will probably never wear it again," Elma explained.
Despite only being open for a few weeks, BKS' vision is already coming true. One of their staple Zimmerman Ombre dresses was worn at the recent Punchestown Racing Festival and was nominated in the Best Dressed category on Ladies' Day.
BKS currently offers garments in sizes 8 to 14 but plans to expand in the coming months. Australian sizing is the same as the UK, and you can view their collection on Instagram at @bestkeptsecret.rentals.
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