Renting luxury garments thanks to Hesse

We have grown up with the idea that luxury should be something absolutely exclusive, valued and flaunted as the most valuable thing there is. But the fashion market is undergoing a profound transformation that has brought a new paradigm to center stage, one that focuses on the idea of a circular economy: the life of a garment does not end with its purchase, but can also be reused in the form of an affordable rental. This is the concept behind Hesse's new app, which aims to rethink traditional buying models by offering a viable alternative to an audience increasingly intrigued by the possibility of tapping into the luxury market.

Hesse's Android and iOS app offers a super select wardrobe of clothing and accessories that you can rent monthly by activating a simple subscription, while the products are delivered the next day directly to your door in zero-emission vehicles. After 30 days, you can choose to continue wearing the garments, exchange them for something new, or return them. So the customer can buy only what they really like and simply keep the product until the end of the term, so there is an installment payment. Hesse focuses on the customer's creative freedom and leaves room for the desire to wear different and personal looks again and again. Hesse is aimed at anyone who wants to live out their passion for fashion by experimenting with a circular and sustainable system. Hesse creates a community of users who do not see fashion as a mere status symbol, but as an opportunity to have access to refined brands, knowing that they use a sustainable model. Freedom, sharing and responsibility are the values behind this path of renewal of the fashion system, which is needed now more than ever.

We exclusively tested the functionality of Hesse's app, asking three talents to tell us their views. For Benedetta Borboni, it was an overwhelmingly positive experience, allowing her to create a look in just a few minutes. «Renting a garment through the app is very simple and intuitive. Everything is divided by categories and I was able to create a sporty chic outfit, mixing brands like Jacquemus and Heron Preston. In addition, Hesse allows you to access both the most interesting trends and more classic garments, without ever getting tired of your outfits», Benedetta told us. For Noemi Mirra, it was a sustainable, stylish and affordable experience. «Renting luxury garments finally gave me the opportunity to dress according to my true aspirations and not according to my wallet. I had never had the courage to buy a neon green jacket because I was aware that I would wear it twice at most. Hesse's app is simple, clear and immediate. I chose the garments I was interested in, rented them through the app, and finally they arrived at my home by bicycle», Noemi told us. For Luca Franchetti, too, the service offered by Hesse represents an innovation in the fashion renting sector, but above all, «the possibility of renting luxury garments without the need to buy them made me more responsible. Before buying a new garment, I think more about the actual use I will be able to make of it, avoiding giving in to any form of impulsive buying».