THE RENTAL REVOLUTION

How would each of you describe your style?

Jemma Finch, Co-Founder of Stories Behind Things: I’d say my style consists of earthy tones, lots of silk and textures. You’ll always see me in neutral, earthy, rich colours; I love tones and textures that make me feel calm and flowing.

Portia Prince, model: I would say it’s always comfortable and transitional from day to night… It’s definitely determined by my mood – if I need a pick-me-up, I always choose big sleeves and colour.

What role does sustainability play in what you wear?

Portia: I like to keep my outfits mixed with vintage. Whether it’s jeans or my accessories, I don’t see the fun in having everything brand new – it’s never made sense to me, really.

Jemma, your platform, Stories Behind Things, focusses on the relationship we have with the objects around us. How does this relate specifically to the clothes we wear?

Jemma: When we get dressed every day, we are making a statement to the world – even if you throw on jeans and a T-shirt, it’s a creative expression, and I love that. Sustainability comes into this from every angle – the fabric, the people who made the clothing are all part of the story, and that only feels good to me if I understand the sustainability credentials behind what I’m putting on my body.

What is it about HURR Collective’s rental concept that appealed to you?

Portia: Finding something new from a brand you haven’t tried. I also think it’s a great way to see the quality for yourself and see if brands are worth the huge price tag.

Jemma: The notion of sharing clothes has always felt natural to me, so when HURR pioneered renting one’s own wardrobe, it was an absolute no-brainer. It holds not only monetary benefit to rent out your wardrobe, it also encourages creative expression to try pieces you may not usually have committed to buying.

Tell me about a time you rented your outfit.

Portia: I rented an incredible Rotate dress for my agency Christmas party. I’d had my eye on it for a while. It had the signature sleeves that I love and was great to dance in, too.

Jemma: Last year, I went on a trip to Mumbai and rented a few pieces from HURR – one was a red Dodo Bar Or dress. It felt so magical being in Mumbai, and to have a special dress like that made the trip unforgettable.

Talk me through the outfits you chose for our shoot: what drew your attention?

Portia: I think that you can see from the dresses I’ve picked that I naturally favour colour. I’ve always been this way; I have moments where I’ll try and make my wardrobe more subtle and focused, but it’s a colour explosion if I’m honest, ha!

Jemma: During lockdown, of course, we’ve all been at home, so for this shoot, I decided to pick colourful pieces that made me feel energised. I loved wearing all of them, as I know summer is [over] and [the shoot] would probably be one of the last moments of the year for bare legs!

What would be your top tips for renting fashion?

Jemma: Get to know your sizing for different brands. Get a measuring tape so you know your exact size – this will help with the small details. Then get creative! I’d recommend trying new pieces slightly out of your comfort zone and see how they make you feel – I guarantee you’ll take on a new layer of power and start to express yourself differently through clothing afterwards. Clothing can make us feel anything, so embrace and enjoy that aspect of getting dressed!