As tastes evolve and occasions diversify, the consumer’s relationship with fashion has begun to shift. Luxury no longer means ownership alone; it has become a temporary experience that meets an immediate need. In this context, rental platforms have emerged as a practical, economical, and even environmental solution.

Globally, this model is gaining increasing momentum.

In the United States, Rent the Runway reported revenues of $69.6 million in the first quarter of 2025, with more than 147,000 active subscribers.

In the Gulf, Switch expanded to Dubai to offer flexible subscriptions for renting bags and jewelry.

In the UAE, the platform Best Kept Shared was launched in 2023, offering peer-to-peer fashion rental and resale services.

In Egypt, La Reina Exchange has proven the success of the Evening Gown rental model.

The global rental market jumped from $1.5 billion in 2023 to $1.9 billion in 2024, with projections reaching $3.6 billion by 2033, reflecting an annual growth rate of 7.7 percent. The reason, according to Bain’s analysis, is that a large segment of consumers under the age of thirty prefer experiencing products over owning them, which strengthens the appeal of the rental model for this group.

In Saudi Arabia: Early Signals and a Standing Opportunity

Locally, some individual initiatives have begun to emerge for wedding dress rentals, and a few shops offer rental options for special occasions. Today, there are also emerging digital platforms such as E’ara and the website of designer Aisha Al-Faraj, which provide rental services for dresses or bags.

Despite these initiatives, there is still room to develop a fully integrated local platform, opening the door for an effective and profitable model in the Saudi market.

The technological and behavioral environment is well-prepared. E-commerce continues to expand, digital payments account for more than 50 percent of transactions, delivery services are advancing rapidly, and the Saudi fashion market is projected to reach $5.7 billion by 2030.

And the Challenge?

It is not in the infrastructure but in the culture. So far, key questions remain:

Will I trust borrowing a piece that others have worn? Will I receive it clean? And will the service match the shopping experience?

In a poll conducted by Mansoooj on X, 50 percent of participants said they prefer buying over renting, while 29 percent expressed willingness to try it if the service were premium, and 15 percent considered it a practical idea. These figures show that the local market does not reject the concept outright but ties it to strict conditions regarding service quality, platform reliability, and the overall user experience.

From Occasions to Travel: When Do We Really Need to Buy?

In a market shaped by occasions, not every piece is purchased out of permanent necessity. Weddings, cultural seasons, and travel are all temporary moments that call for fashion and accessories with a distinctive flair.

According to Statista, 57 percent of consumers in the Gulf own luxury items that have rarely been used. In this light, rental emerges as a practical solution that keeps pace with the rhythm of such occasions. You get to enjoy the experience without the commitment of ownership and without the burden of storage.

Does Rental Create a New Market?

Despite the debate over its impact on traditional luxury sales, analyses show that the rental model does not compete with the market as much as it reshapes it. While it may reduce the pace of purchasing for some consumer groups, it opens the door to new ones who prefer experiencing over owning. Rental does not diminish luxury; it adds a different dimension to how it is consumed.

Could this model serve local designers?
Rental could create a new channel for occasionwear designers to showcase their work to audiences who don’t always buy, but still look for a temporary standout style. This would require smart partnerships and a framework that ensures fair rights and returns.

Can rental become a tool for professionals?
Rental isn’t limited to individuals. It could become a practical resource for fashion professionals—stylists, photographers, and event planners—who need standout pieces for shoots or special occasions without committing to purchase.

For platforms, this client base represents an opportunity to build repeat business—provided they deliver a professional experience that ensures timely delivery, quality cleaning, and a diverse range of options. A 2023 report by Vogue Business noted that a number of stylists in Europe rely on rental services to expand their options and reduce costs for visual campaigns, especially with the growing pace of digital production. This points to rental potentially evolving from an individual choice into a working tool within the modern fashion system.

What makes a successful rental platform?

The success of these platforms goes beyond the concept itself—it hinges on flawless execution. From pricing models to packaging, from the app’s usability to how each item is handled, every detail matters in earning customer trust. Here are the main pillars of success:

Rental is not a substitute for luxury… but a new face of it.
In a fast-growing market like Saudi Arabia, the question remains: is ownership always the smarter choice? Or is the next wave of luxury… meant to be borrowed?