Covetella is a fashion rental company that offers premium designer dresses at a fraction of the cost, for an allotted period of time. In an attempt to make luxurious clothing affordable and accessible to many women for formal occasions, that’s how Covetella started out.
Covetella’s mission is to empower women by helping them look and feel beautiful. They have various dresses in different sizes and styles to suit women all around.
Starting mainly from the founder’s own collection of dresses, Covetella has over 1000 dresses for all occasions. Their categories range from Evening Wear, Cocktail Dresses, Daytime Dresses, Ethnic Wear, Maternity, Petite & Plus Size. You can browse through their extensive collection of dresses and accessories online and at their showroom. However, there is no information on what the lifecycle of a dress is after multiple wears and dry-cleaning, and what happens after a dress is not rentable anymore.
The store sends the garments in specific packaging to the customer. The customer then mails back the garment to the showroom after the rental period. The brand has not specified if the packaging is recyclable or made from recycled materials.
Carol Chen, the founder of Covetella, launched the company after discovering how wasteful the fashion industry is.
To find an outfit for a glamorous event, Carol realised that women only really had two options: spending money on an outfit they couldn’t wear again, or buying something more casual, cheap and generic. What’s more, there is massive pressure on women to not repeat outfits. So the rental model helps consumers save money and the environment by not buying new clothes but letting them rent for their occasions. This allows consumers to avoid buying garments for one-time wear and then disposing of it. However, the rental model poses an environmental risk with the overuse of dry cleaning services for garments worn once or twice.
Why pay thousands for a dress that you’ll only wear once? Especially when you can rent one at a fraction of the cost and without the hassle of up-keeping it. In short, that’s exactly what Carol Chen started with Covetella in Singapore. The brand empowers women to glam up for special occasions by giving them a Cinderella experience each time. Covetella handles the delivery, insurance, and dry cleaning and takes a commission fee.