Sunday, 3 June 2012

The future of holiday fashion

I was sent some information the other day which is absolutely fascinating. According to a new survey commissioned by InterContinental Hotels Group (IHG), women are using fashion renting websites to get that covetable dress to show off on holidays.

If you haven't used a fashion rentals site before, the premise is basically that you get to borrow expensive designer looks at a fraction of the price for a short time - perfect for the thrifty fashionista.

With the ridiculous costs that some airlines impose on baggage these days, IHG have come up with what can only be described as my dream holiday. The concept of 'renting tourism' was identified by IHG in their 2012 trends report: future travellers could rent fashion while they're on holiday and have it directly delivered to their hotel rooms. Or there could even be hotels with 'borrow not buy' rooms where guests can just browse through a selection and choose the holiday capsule wardrobe.

Is it just me who's thinking of Cher's Clueless wardrobe for this one?
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Imagine going to the beautifully decorated Maison Moschino in Milan to find your dream wardrobe already there. No baggage claim, no unpacking required. The sooner this becomes a reality, the better in my book!

Moschino hotel, Milan 
Image from

Angela Brav, IHG Chief Executive, Europe, and fellow follower of fashion  says: “We know that packing can be difficult for women, especially when it comes to bulky items like a fabulous evening coat or a pair of luxurious boots, so to be able to offer this kind of flexibility for our guests would be of great value.”

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