Fashion businesses are constantly evolving, and one of the latest shifts is the rise of clothing rental platforms that blend convenience, sustainability, and affordability for modern consumers. The fashion industry is experiencing a transformative shift towards sustainability, and Lend the Label is at the forefront of this movement. Founded in 2021 by Blanca Mayoral, this Madrid-based fashion rental company has emerged as a pioneering force in Spain’s circular fashion ecosystem, democratizing luxury while promoting environmental responsibility.
How Lend the Label Works
Lend the Label operates as a premium fashion rental delivery service that has fundamentally reimagined how women access and enjoy luxury fashion. The platform functions through an integrated web-based logistics system that transforms the traditional shopping experience into something more sustainable and accessible.
The concept of clothing rental businesses has emerged as a popular solution for individuals who want easy access to current trends, the freedom to try new styles, and the ability to minimize both wardrobe clutter and environmental impact. This model provides cost-saving opportunities, a constantly refreshed closet, and encourages more mindful consumption in the fashion industry.
The platform offers a seamless rental process where customers can browse an exclusive wardrobe of premium garments from top brands, select their desired pieces, and choose delivery dates. The service operates almost immediately thanks to partnerships with last-mile delivery companies, allowing customers to acquire, try, and return garments within 24 hours from their Madrid headquarters.
Ownership and Company Structure
Lend the Label operates as a public company with 2-10 employees headquartered in Madrid, Spain. The company was founded by Blanca Mayoral, a biotechnologist from Málaga who pivoted her career during the COVID-19 pandemic. What began as a conversation among friends about unused dresses has grown into a successful business with a team of six women and a showroom in Madrid.
The company now reaches customers across Spain and Portugal, with recent expansion into the Netherlands and France. Lend the Label has developed a strong community and a distinct brand identity from the very beginning, fostering close connections and enthusiasm among those embracing this new mode of fashion consumption.
Benefits for Consumers
Lend the Label provides noteworthy advantages for fashion-conscious consumers seeking both style and sustainability. The platform addresses the growing need for variety while supporting environmental goals through its circular fashion model.
Economic Advantages
The service offers significant cost savings by allowing customers to wear luxury designer pieces at a fraction of their retail price. For just €6, customers can select up to three dresses that arrive within 24 hours for home try-on. The rental model eliminates the financial burden of purchasing expensive pieces that might only be worn once, making luxury fashion more accessible while reducing unnecessary spending.
Convenience and Variety
The platform provides access to an extensive wardrobe featuring international brands like Zimmermann, Self Portrait, Paco Rabanne, and Ulla Johnson, as well as top Spanish brands such as IQ Collection and Matelier.
Applications for Sellers Through “The Wardrobe”
One of Lend the Label’s standout features is “The Wardrobe,” which lets customers monetize their own unused garments. This peer-to-peer rental system creates additional income streams and helps prolong the life of clothing. Some clients even invest in new premium pieces, confident they can later generate returns via the rental platform.
Royal Endorsement and Industry Recognition
Lend the Label gained significant recognition when Queen Letizia of Spain rented a dress from the platform for the Princess of Girona Awards in July 2024. She wore an Australian Aje dress, showing her support for circular fashion and responsible consumption practices.
The company’s CEO reflected that Letizia is a reference not only in fashion but as a woman in many areas, from her involvement in sustainability to the visibility and support of ‘made in Spain’ brands and companies.
Future Outlook
The circular fashion market is growing up to ten times faster than traditional fashion, especially among Gen Z consumers who value sustainability and cost-effectiveness. Lend the Label is ideally situated for this growth, and with expanding offerings, it continues to make sustainable luxury more accessible to all.
