Why Renting, Not Buying, Could Change the Fashion Industry with Rentals by Rosie
In a world where fast fashion dominates, Rosie is carving out a new path with her brand Rentals by Rosie a platform that blends style with sustainability. What started as a personal love for fashion has grown into a purpose-driven business, giving people access to luxury and independent designers without the waste of one-time wear. Passionate about creativity, storytelling, and the “wow, I feel amazing in this” moments her customers experience, Rosie is proving that sustainable fashion doesn’t have to mean sacrifice it can be bold, fun, and unforgettable.
Below is my interview with Rosie, where we dive deeper into her journey, mission, and the future of sustainable fashion
1. For those who might not know, how would you describe rentals by Rosie in your own words.
Rentals by Rosie is basically my wardrobe… expect way better and way bigger! It’s a space where style meets sustainability, and where your “I have nothing to wear moments” no longer exists. Instead of buying something you’ll only wear once, I let you borrow your dream piece. We curate a range of high-end luxury pieces, from well-known brands but also most importantly smaller independent designers. Making our pieces truly special and one-of a kind. For me this isn’t just a business, it’s my passion.
I live for those ‘wow I feel amazing in this’ moments which Rentals by Rosie shares to all our beautiful customers!
2. What’s the mission behind it?
The concept behind the brand is based on sustainability. Personally, I think the word ‘sustainability’ gets a bad rep sometimes, people associate it with a beige-only-wardrobe and sacrifice over style! However, at Rentals by Rosie sustainability doesn’t mean boring- it means fabulous outfits, unique pieces and supporting smaller designers. The fashion industry is responsible for producing 92 million tonnes of waste yearly, which unfortunately is a figure increasing due to fast fashion. The mission behind our brand is to encourage people to rent their clothes not only for environmental reasons but also as its better value for money! Why settle for a polyester dress from Boohoo that’ll fall apart faster than a paper straw, when you could rent a stunning, handmade piece from an up-and-coming Australian designer, for the same price? One feels cheap, the other feels unforgettable. It’s a no-brainer, right? At Rentals by Rosie, you’re not just getting a dress your stepping into a story supporting slow fashion and looking a million dollars (without spending it).
3.What first inspired the idea for this business was there a moment that sparked it for you?
Before starting Rentals by Rosie, I dipped my toes into the rental world by using platforms like ByRotation to rent out my own clothes on a smaller scale. It was fun, but I quickly realized the apps limited which designers I could share and at what prices and that didn’t quite fit the vision I had in mind.
After a few months, I could clearly see the demand was there, and my entrepreneurial brain kicked in: why not create my own platform that reflects the identity and freedom I wanted?
Not long after, I took a trip to Thailand, which ended up being a turning point. Being surrounded by people working remotely, building businesses, and living life on their own terms was so inspiring. It made me realize I didn’t want the 9–5 office life it would honestly be my worst nightmare. I thrive on creativity, freedom, and chasing ideas that light me up and that’s exactly how Rentals by Rosie was born.
4.You’ve built such a picturesque portfolio. How important is storytelling and presentation in encouraging people to rent clothes rather than buy them?
I really believe brand identity is the key to building a successful business. This became even clearer to me after completing a summer programme in luxury brand management and sustainability, where every single lecture came back to the same point: brand identity and storytelling are what set the most iconic fashion houses apart. We studied brands like Gucci, Dior, and Ferragamo, and it was so interesting to see that while their products are obviously incredible, it’s the way they present themselves– their storytelling, their visuals, their voice—that creates lasting success.
That’s something I knew I wanted to replicate with Rentals by Rosie. From the brand colours to the fonts we use, every design choice is intentional and part of the bigger story I want to tell. It’s not just about renting clothes, it’s about creating an experience that feels elevated, thoughtful, and memorable, just like the big fashion houses do. To be totally honest this, there are so many things still to improve on with Rentals By Rosie in this specific area which I think is more exciting than disheartening as it shows there is space for my business to develop and innovate.
5.From the perspective of your ongoing business psychology degree, what do you think drives people to overconsume clothing?
From a psychology perspective, overconsumption in fashion isn’t just about needing clothes—it’s about the way fast fashion companies deliberately tap into our minds. These brands are everywhere, constantly plastered across social media feeds, billboards, and email inboxes. They use influencers to create a sense of social proof (if she’s wearing it, maybe I should too), and they push trends so fast that people feel a constant fear of missing out (FOMO) if they don’t keep up. There’s also the concept of instant gratification. Fast fashion makes it incredibly easy and cheap to buy something on a whim, so people get a quick dopamine hit from clicking “add to cart,” even if the item doesn’t last long or get much wear. Another big factor is social comparison theory—we naturally compare ourselves to others, and with Instagram and TikTok, it’s so easy to feel like you’re falling behind unless you’re wearing the latest look. Fast fashion companies exploit that by dropping endless micro-trends that make people believe they need “newness” constantly. Put simply: fast fashion isn’t just selling clothes—it’s selling psychological triggers that keep people hooked. And once you see it through that lens, it becomes really clear why alternative models, like renting, can help break that cycle by offering novelty, variety, and self-expression—without the waste.
6.Which fashion professional or creative inspires you the most, and why?
For me, I’m really inspired by people who have truly worked for their success. Aimee Smale is a perfect example—she went to university, built her career at ASOS, and then took the leap to create Odd Muse, which is now a six-figure business. Alexandra Morley is another figure I admire; while her brand Asandrastudios isn’t as big as Odd Muse, she built it from the ground up through pure hard work, creativity, and determination.
On the fashion side, I’m inspired by style icons and creatives who make me excited about fashion, like @Alexandrasaintmleux on Instagram. I also love discovering passionate, creative people on the platform who may not have millions of followers but pour their heart into what they do—people like @annamaguire, @elliefrances, and @BethMcreadie. Their enthusiasm and dedication remind me that success isn’t always about the numbers—it’s about doing something you genuinely love and doing it well.
Put simply: fast fashion isn’t just selling clothes—it’s selling psychological triggers that keep people hooked. And once you see it through that lens, it becomes really clear why alternative models, like renting, can help break that cycle by offering novelty, variety, and self-expression—without the waste.
7.How do you balance studying for your degree while also running a business?
Balancing my degree with running Rentals by Rosie can be frustrating at times—I’d love to dedicate all my time to my business! But my studies are teaching me so many important values and concepts that I can directly apply to my work. In a way, running my business alongside my degree feels like doing my own placement. I’m getting first-hand experience in marketing, buying clothes, financial management, and brand development—practical skills that complement what I’m learning in lectures perfectly.
Now that I’m entering my final year, this synergy is even more exciting. My dissertation focuses on the psychology behind sustainability in fashion, so my rental business will directly inspire and inform my research. The two really tie in hand in hand—my degree strengthens the business, and the business gives me real-world insights that enrich my academic work. It’s a challenging balance, but one that’s incredibly rewarding.
8.Where would you love to see Rentals by Rosie in five years’ time?
In five years, I’d love to see Rentals by Rosie grow into a space where people can come and try on pieces in person—a store that feels welcoming, stylish, and full of inspiration. I also want to expand the website so that others can list their own pieces for rent, with me taking a small commission—creating a community of fashion lovers sharing amazing clothing.
On the business side, I’d love to reach the point where I can pay myself a wage and build a small team of specialists—people who can help with marketing, logistics, and customer experience. Running everything, solo is incredibly rewarding, but also exhausting, and having a team would allow me to focus on the creative and strategic side of the business while ensuring everything runs smoothly. Ultimately, I want Rentals by Rosie to be a thriving, sustainable, and inspiring fashion community—both online and in real life.
9.What advice would you give to someone looking to start their own purpose-driven business?
The biggest piece of advice I would give to anyone starting a purpose-driven business is: don’t compare yourself to others. Social media can be so misleading, and I’m only starting to truly grasp this myself. It’s frustrating because social media and e-commerce platforms are often how businesses drive sales, but one brand with a million followers and tons of likes could actually be struggling behind the scenes. Finding your own balance and focusing on what works for you is so important.
Another key point is innovation. Running a small business solo can be challenging, but for a brand to grow and stand out, it must always be thinking creatively coming up with new ideas, products, or ways to engage customers. It’s this mindset that keeps a business fresh and relevant. Finally, don’t stress too much about earnings in the early stages. If there’s demand for your products and you’re solving a real need, things tend to align naturally over time.
Focus on building something meaningful, and the rest will follow.
10.And finally, if you could change one thing about the fashion industry tomorrow, what would it be?
If I could change one thing about the fashion industry tomorrow, it would be to stop the big fast fashion brands from copying and profiting off the hard work of small, independent designers. It’s frustrating to see incredible, original pieces created with so much care and creativity being ripped off, mass-produced, and sold cheaply, often before the designers even have a chance to reach their audience.
I’d love for the industry to respect originality and support independent talent because small designers are often the ones driving innovation, sustainability, and meaningful fashion forward. Celebrating their creativity rather than exploiting it would make the whole fashion world more ethical, inspiring, and exciting.
Rosie’s vision for Rentals by Rosie proves that fashion can be both exciting and sustainable. Her passion for storytelling, supporting independent designers, and creating those unforgettable “wow” moments shines through in everything she does. As the rental revolution grows, Rosie is a reminder that choosing style doesn’t have to come at the planet’s expense it can be a choice that celebrates creativity, individuality, and conscious living.
