Front Row’s press announcement highlights its disruptive approach to luxury fashion rental, shining a light on convenience, sustainability, and shared value for consumers and brands. Discover how Front Row is building a rotating designer wardrobe for a new era, highlighting direct quotes on their operations, leadership, member advantages, partnerships, and big vision for the future.
How Front Row Works
Front Row partners with high-profile retailers to bring luxury rentals to more people in both digital and in-person experiences. Fenwick said it has “curated an exclusive edit” from Front Row’s extensive rental collection, featuring hundreds of styles—from up-and-coming designers to well-established favourites including Fendi, Gucci, and Chanel. The offer covers couture, ready-to-wear, and occasion pieces, as well as top trends straight off the runway, encouraging a more sustainable purchase with prices starting from £42.
Members can rent items for 3–5 days in-store or online, complementing their outfit with accessories, shoes, and makeup for a fully integrated shopping experience, for any special occasion. Returns are easy and convenient, returning through the store or by post. According to founder Shika Bodani, “We are so excited to partner with Fenwick at their Bond Street flagship and Newcastle locations, allowing customers the option of a sustainable rotating wardrobe for their upcoming occasions.”
Sustainability Impact and Market Trends
Front Row’s rental model is not just a new way to shop—it tackles some of the biggest environmental challenges facing the fashion industry today. With nearly £140 million worth of clothing ending up in landfills each year in the UK, a circular approach like luxury rental significantly reduces waste by extending garment lifecycles and promoting reuse.
Shika Bodani said, “Fashion is so fast paced and it’s always changing, so it’s near impossible to keep up with everything with just a few key pieces. It’s not economical at all.” Offering access to hundreds of designer styles, Front Row’s platform helps consumers stay on trend while minimising their environmental footprint.
The global rental fashion market reached a valuation of $2.24 billion in 2023, with forecasts projecting double-digit growth over the next five years—driven by a new generation of consumers prioritizing sustainability and experiential shopping. Industry analysts observe that subscription-based rental, like Front Row’s model, appeals to shoppers eager to refresh their wardrobe regularly while cutting back on the cost and waste of ownership.
Ownership: Mission and Team
Front Row was founded by Shika Bodani with a commitment to circular fashion and accessibility. Bodani says, “The perception of rental has changed rapidly. The brand aims to show that designer rental platforms and traditional luxury retail can co-exist in a more circular world.
Partnering with retailers like Fenwick cements Front Row’s position as both a disruptor and connector: By choosing to rent through Fenwick, customers are helping to extend and enrich the life of the garments, whilst reducing their impact on the planet. As a result, they are also adding to the story and memories each piece holds.
Benefits for Consumers
For style seekers, Front Row delivers access to a curated wardrobe of top-tier designers, on demand. As Bodani shares, Whether you’re looking for that show-stopping gown or a holiday wardrobe, the Fenwick x Front Row collection has got you covered!” Members and shoppers gain affordable access to hundreds of new styles, an opportunity to experiment, and sustainability benefits with every swap.
Flexible rental periods, professional assistance in-store, and the ability to complete an outfit in one place elevate the experience. All cleaning and maintenance is included, meaning customers enjoy effortless luxury. Shoppers take pride not only in their fashion but also in supporting the circular economy.
