Nicosia, Cyprus. Wear the Runway, described as Cyprus’ first digital designer rental platform, is seeing growing acceptance of rental fashion as customers reconsider the need to own occasionwear.
Founder Elina Lemis said women are increasingly seeking accessibility, affordability and sustainability while retaining access to designer garments for special events.
Changing views on ownership
Lemis told the Cyprus Mail that the main change since the platform launched has been in how women view ownership. Designer rentals were unfamiliar to much of the local market when Wear the Runway began operating, she said.
Customers are now more open to the idea that they do not need to own an item to enjoy wearing it. Rather than investing thousands in a single designer piece, many prefer the option of wearing high-end clothing without a long-term commitment.
Spending and consumption
The shift extends beyond cost, according to Lemis. Customers are increasingly considering accessibility, affordability and sustainability when choosing what to wear.
She said the Covid pandemic also increased awareness of spending and consumption, contributing to greater interest in rental services.
Discretion in a small market
In Cyprus, where social circles often overlap and event photographs circulate widely, some customers remain concerned that others may recognise a dress as rented, Lemis said.
Wear the Runway displays only part of its collection online and reserves its most exclusive pieces for private appointments. The approach is intended to provide clients with a more personal and discreet experience while allowing the garments to remain the focus.
