Carrie Johnson, whose style credentials have been widely praised, is now the unelected pin-up for rental fashion. In the lead up to the opening day of the summit, Friday 10 June, she has already been photographed alongside husband, Prime Minister Boris Johnson, and first couple of the US, President Joe Biden and wife Dr. Jill Biden.
After Johnson triumphed at her micro-wedding – opting for a rented ivory tulle and silk dress by Greek designer Christos Costarellos from My Wardrobe HQ; her next stop, just two weeks on, is the G7 summit at Cornwall. It’s understood that for the gathering, rental fashion will be the order of the day once more. Such thoughts were prompted by a pap shot of Victoria Prew, the glamorous co-founder and CEO of fashion rental service Hurr Collective, dropping off an armful of colourful garments at Downing Street.
Between the 30 or so dry cleaned items, animal prints, florals and metallic fabrics could be made out – all dresses, of a mid-length and with the odd puff sleeve. The Telegraph hinted that a few styles were identifiable pieces from society favourite, the Vampire’s Wife, and Alessandra Rich.
Johnson has recently been praised with having the ‘Duchess of Cambridge effect’ – i.e. what she wears turns to gold and the world follows suit, frantically scrabbling to buy their own. According to the Times, since My Wardrobe HQ was confirmed as the website from which the Prime Minister’s new wife rented her £2,870 dress it has been besieged by eager customers. The two-year-old British operation reportedly received a 3,000 per cent increase in customer enquiries, 20 per cent of which were for Johnson’s actual dress.
Of course, Johnson’s leaning towards rental fashion speaks far louder than just that, as an eco-advocate she is consciously choosing to hire – rather than buy – new clothes to wear. Also, given climate change will be a key topic on the agenda at the summit, she will be rehashing her personal views as well as showing support for her new spouse who has described climate change as a ‘threat to our security’.
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