FOR IMMEDIATE RELEASE
Hong Kong, 16 September 2020 – As a break of sunlight through the clouds after a storm, the thought of wearing designer fashion is starting to peak back into the minds of many now that lockdown has lifted. It’s a welcome change from an otherwise pajama-themed wardrobe this summer.
But as restrictions start to lift, some shoppers are starting to think critically about the clothes they buy and the brands who make them.
Spurred by the awareness created on social media of the problematic social and environmental policies of top fashion brands, conscious consumers are looking to support brands that stand for more than just beautiful clothing.
Emma Wallace is a brand that fits the bill. Her designs are loved by celebrities including Coco Rocha, Rosie Fortescue, and Bip Ling, and have long been celebrated for their blend of Eastern and Western cultures. Now, fans have even more to celebrate.
Emma Wallace is now the latest in a growing movement of A-List designers choosing to offer their pieces through rental. The brand began its transition to a circular model prior to the crisis, which is why it was well-positioned to amplify its sustainability commitments when the lockdowns hit.
Here’s how they did it and thrived.
Sustainable Fashion Partnership with Style Carousel
The fashion industry was struggling long before the global health crisis. With sales down across the board, many tough calls have been made and dozens of brands like J. Crew and Neiman Marcus have even declared bankruptcy while others have been left to deal with excessive unsold inventory.
Some brands have resorted to over-discounting their pieces to clear the excessive stock, while others have turned to the unsavoury practices of polluting landfills with unsold inventory or incinerating it.
Emma Wallace chose to do something different and instead partnered with Style Carousel to offer shoppers a sustainable alternative to access the brand.
Style Carousel is a new Hong Kong start-up offering one-time clothing, bag, and accessory rentals as well as an innovative monthly subscription to designer fashion called StylePass. Women can rent clothing for any occasion and book bridal gowns, evening dresses, and casual day wear. It works with luxury style fashion brands to combat their excess inventory and utilize it in the sharing economy.
The heart of Style Carousel’s mission is to promote slow fashion in Hong Kong and to democratise an otherwise harder to access market. It provides a win-win for brands and women. Brands are able to utilize unsold stock and women benefit from an off-price option that also helps them reduce their carbon footprint and directly combats over-consumption.
Emma Wallace’s partnership with Style Carousel ensures that women looking to save money on designer clothing while being mindful of the environment are able to rent their favourite pieces. This comes at the heels of Style Carousel’s latest product release called StylePass, whereby women can save on rental fees by committing to a monthly subscription for dress rental in Hong Kong.
Style Carousel is currently offering a free trial of StylePass to encourage women in Hong Kong to give renting a try. With the increasing demand for the service, the team is expanding its listings of designer items every day.
Moving Beyond Surviving to Thriving
In an unexpected way, these difficult times have given us the opportunity to introspect and critically assess what’s important to us when we buy. With a growing sustainable consciousness, Hong Kongers are choosing to support brands that also reflect their personal values.
If you don’t already have an Emma Wallace staple in your closet, it’s time to get your hands on one! My personal favourite is the Lange kimono-style blouse, recently worn by fashion influencer Jessica Wong on her trip to Live Zero. Otherwise, consider renting your favourite Emma Wallace styles through Style Carousel’s clothing rental service, and get a free month trial when you subscribe to StylePass.
About Style Carousel
Style Carousel is a new luxury fashion rental service offering one-time rentals as well as an innovative monthly subscription called StylePass. Their mission is to create a more sustainable and democratized world of luxury experiences. Women can now rent items from top brands like Chanel, Zimmermann, Off-White, and Balenciaga for a fraction of what they’d pay to purchase them. From evening gowns to casual dresses, the platform offers clothing for every occasion.
As an early-stage startup in Hong Kong, the platform is now live and available for beta participants who want to take advantage of promotional rates and grow with Style Carousel as they iterate, improve, and expand the platform.
Designer brands can currently list their items for free to have a direct connection with a new market of consumers in Asia. Style Carousel is committed to working with brands to improve their sustainability strategies, help them begin participating in the circular economy, and track their progress against their sustainability goals.
MT – Mahrukh Tahir
Director of Marketing, Style Carousel
+852 9658 8030