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We all know the drill. Wedding season is closing in and you are already panicking that you don’t have enough new and cutting edge dresses to soirée in style. You could either drop all your savings on new outfits or you could look for your next dress through an online retail hiring platform. With a digital revolution taking over our lives, its no surprise that the fashion industry is changing, and Egypt has finally caught on the online fashion fever.
This is the driving factor behind Egypt’s latest online hiring platform, Posh Hire, which just launched, granting women accessibility to a wide selection of evening and cocktail gowns to accommodate their many occasions and social outings.“Who wants to be seen wearing the same dress twice?,” said Passant Morshedy, founder of Posh Hire. “And with social media being in full gear, once that Instagram picture goes up, the dress is burnt.”, she adds. It doesn’t hurt as well that hiring and renting dresses is also an enivironmentally sustainable method of shopping.
At first glance the Egyptian market might appear reluctant to embrace the fashion hiring trend with open arms, however Morshedy is keen on breaking what she calls the “taboo” of hiring dresses. She cites a study that claims that the market value of eventing gowns in Egypt is around five billion EGP to show the potential for her budding business.
“I want to create a trend out of hiring dresses,” she said. “You own a dress, you wear it and then it just sits in your closet. Why not reinvest it?” Posh Hire’s aim is to make sure girls look lavish for every occasion, not once settling for a dress they’re not convinced of. Morshedy wants women to experience the thrill of wearing high-end clothing, freshly dry-cleaned and pressed, without feeling the guilt that comes with spending a fortune on a one-time occasion outfit. This dynamic proves to be benificial for all parties, whether the person who hires out or the one who hires.
So far The platform is stocked with dresses from Egypt’s most loved designers, including Rafik Zaki, Iman Saab, Nehal Khalifa and Kojak. The platform also includes international favorites, such as Ted Baker, Guess, Asos, Missguided and Sherri Hill. Going forward “Posh Hire” aims to collaborate with the international designers in Lebanon, Dubai and the rest of the MENA region and expand regionally.
Offering a more complete service, the online platform doesn’t only offer hiring, but also has the options of purchasing a dress or swapping it out for another dress.
And to complete the look, clients can also choose from a selection of jewelry and accessories, offered by Djewelled and Sandbox, which will be available for purchase through the website.
