Borrowing designer clothes

By: Anne Robinson
amr8798@gmail.com   http://designerlanddetector.blogspot.com

Celebrities have it made for them. I would love to have a red carpet event coming up and have designers calling me asking if I would like to borrow and wear one of their designs. Anyone who has seen any red carpet event knows that it's all about the names and labels. The first question any reporter asks is, "Who are you wearing?", and then the celebrity goes through their outfit, listing off all of the designers who have loaned them things for the night.

It can be a hard job for designers, making it nearly impossible for an unknown designer to win over a celebrity client. At a moment's notice, the designer must come up with different dresses for the celebrity to choose from. Many times it is the designer who has to fly across the country for fittings, etc. But, designers make out well too, gaining a lot of attention for their designs. Curious as to how much a trip down the red carpet can be worth for a designer? Well, Julia Roberts wore a vintage Valentino gown when she won her Academy Award in 2001, and it was estimated to be worth 10 million in publicity for Valentino!!

Don't think this is a relaxed stress-free situation. Early the next morning, personal assistants are usually rushing to get everything returned to the designers on time. However, occasionally celebrities ask to keep the clothes, in which case agents work out deals with designers. Usually, the celebrity would have to mention the designer's name a certain number of times on camera and then pay a huge amount (probably in the six figures) for the item.

This whole lending for red carpet business was started in 1944 when Harry Winston lent his friend, Jennifer Jones, jewels to wear to the Oscars. In the 1980s it became a more standard practice. It has proven to be a good way for designers to meet consumers in the "middle market".

There is always that special occasion that we wish we could be like a celebrity. You want a designer dress to wear to an event, but don't want to pay the high price and only wear it once, right? If only Caroline Herrara would call you to ask if you'd like to wear one of her designs. As it turns out, people thinking this way actually led to the creation of a website that enables people to "borrow" designer clothes, through the mail, wear and return them. It's called 'Wear Today Gone Tomorrow' (check it out at www.weartodaygonetomorrow.com). The program was founded by Madeline Muney Passarelli, the previous fashion editor of Lucky Magazine and daughter of a high end fashion designer. It is described as being like a Netflix program for clothes. You sign up online, pick out the clothes you want (you do have to pay a small amount, usually 90% off the regular price). The item is then mailed to you, you wear it, and then return it. Just don't expect everyone to be calling out to you saying, "who are you wearing, who are you wearing?"

Of course, there is always a little controversy. There is a continual debate about whether or not celebrities should be allowed to simply borrow these clothes. Some feel, in these harsh economic times, that designers would benefit more if celebrities were buying not borrowing. The other question that remains, in regards to the Wear Today Gone Tomorrow site, do designers mind that their clothes are on sites being borrowed by women across the globe? What do you think?