Borrowed finery, once available primarily to celebrities, corporate bigwigs and society swans is now accessible to anyone willing to pay.
The concept of a high-end temporary wardrobe was introduced more than a decade ago; when celebrities would leisurely walk the red carpet in borrowed designer glitz.
People have begun to change their views about temporary ownership.
Many people today are more interested in collecting experiences than they are in actually owning the asset.
Renting is not done just for a look but for an experience and in many cases the feeling of one-upmanship that comes with flaunting the season's most sought-after items.
Even among the not-so rich, the thrill of possession has faded fast since wealthy people in particular are tired of the mess in their lives as they do not want the hassles of ownership as such more than possessions, they prefer variety.
Many prefer rentals or get items on lease with the sole objective of drawing covetous stares from their peers.
Others prefer rentals because nobody has enough real jewelry to switch off if they are to see the same people over and over again.
For others renting is an elegant and politically correct, alternative to reckless shopping sprees.
There are also fashion-driven customers who fancy rentals not based on thrift but on a persistent hunger for novelty.
However, fashion leasing is still in its infancy but has clients concentrated mostly in large urban centers.
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