Fluid fashion consumption
Fluid Fashion Consumption refers to a flexible and adaptable approach to acquiring and utilizing fashion items within the fashion domain. It emphasizes a shift away from traditional, rigid consumption patterns towards more dynamic and versatile ways of engaging with fashion. This concept recognizes the evolving nature of personal style, changing fashion trends, and the desire for increased variety and experimentation.
In fluid fashion consumption, individuals have the freedom to explore diverse styles, mix and match different pieces, and constantly evolve their wardrobe according to their preferences and the occasion. It promotes a mindset that values versatility, creativity, and personal expression. This can be achieved through various practices such as renting, borrowing, swapping, and sharing fashion items.
One aspect of fluid fashion consumption is the adoption of rental platforms or services that allow individuals to access a wide range of garments and accessories for a limited period. These platforms enable users to experiment with different styles, wear high-end designer pieces for special events, or simply enjoy the novelty of constantly refreshing their wardrobe without the long-term commitment of owning items.
Another approach to fluid fashion consumption is participating in clothing swaps or borrowing initiatives, where individuals can exchange garments with others or borrow items for a specific period. This encourages a more sustainable and collaborative mindset, reducing the need for constant purchasing and promoting the circulation of fashion items within a community.
Furthermore, embracing fluid fashion consumption can also involve curating a capsule wardrobe or investing in timeless, versatile pieces that can be mixed and matched in various ways. This promotes conscious decision-making in selecting garments that have enduring style and can be worn across different seasons and occasions, reducing the reliance on fast fashion and disposable trends.
Overall, fluid fashion consumption represents a departure from the traditional linear model of fashion consumption, where items are purchased, worn a few times, and eventually discarded. It encourages a more dynamic and adaptable approach to fashion, where individuals can explore their style, minimize waste, and make more conscious choices about their fashion consumption habits.
Case studies
Nuuly – Subscription clothing rental service
Nuuly, owned by URBN (Urban Outfitters, Anthropologie, Free People), offers a monthly subscription where users rent six items from hundreds of brands for a fixed fee. The service normalises renting instead of owning, enabling experimentation with style while extending garment lifetimes through repeated circulation.
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HURR – Rental and resale fashion marketplace
HURR is a UK-based platform that combines designer fashion rental with resale of pre-loved items. By enabling users to rent occasion-wear and shop second-hand within one shared inventory, HURR supports access-based consumption, higher utilisation rates of garments, and reduced demand for new production.
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By Rotation – Peer-to-peer fashion rental app
By Rotation is a peer-to-peer fashion rental app that positions itself as a “shared wardrobe” where users lend and rent garments directly from each other. The platform links community interaction, income generation for lenders, and reduced environmental impact by keeping high-value fashion items in active circulation for longer.
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The RealReal – Luxury consignment and resale platform
The RealReal operates a large-scale authenticated luxury consignment model where users sell high-end garments, shoes, and accessories into a managed resale marketplace. By professionalising resale and making second-hand luxury mainstream, it extends product lifecycles and demonstrates how re-commerce can displace primary purchases in premium fashion segments.
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The Clothing Loop – Neighborhood clothes swapping network
The Clothing Loop is a grassroots initiative that organises local “loops” where bags of clothing circulate through neighbourhood routes and participants swap garments for free. It exemplifies community-based, non-monetary fluid fashion consumption, using sharing and swapping to reduce new purchases while building local social ties around clothing circulation.
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References
Amasawa, E., Brydges, T., Henninger, C. E., & Kimita, K. (2023). Can rental platforms contribute to more sustainable fashion consumption? Evidence from a mixed-method study. Cleaner and Responsible Consumption, 8, 100103. https://doi.org/10.1016/j.clrc.2023.100103
Lang, C., Seo, S., & Liu, S. (2025). Unlocking a pathway to fashion circularity: Insights into fashion rental consumption and business practices. Administrative Sciences, 15(8), 288. https://doi.org/10.3390/admsci15080288
Lee, S. E., Jung, H. J., & Lee, K.-H. (2021). Motivating collaborative consumption in fashion: Consumer benefits, perceived risks, service trust, and usage intention of online fashion rental services. Sustainability, 13(4), 1804. https://doi.org/10.3390/su13041804
Muylaert, C., Tunn, V. S. C., & Maréchal, K. (2024). On the attractiveness of clothing libraries for women: Investigating the adoption of product-service systems from a practice-based perspective. Sustainable Production and Consumption, 45, 359–370. https://doi.org/10.1016/j.spc.2024.01.012
Savelli, E., Francioni, B., Curina, I., & Cioppi, M. (2024). Promoting access-based consumption practices through fashion renting: Evidence from Italy. Journal of Consumer Marketing, 41(1), 61–77. https://doi.org/10.1108/JCM-02-2023-5843