South Yarra boutique Style Theory offers designer dress rentals at affordable prices

Fashionistas on a budget are snaring high-end labels using a South Yarra dress rental service, with the new niche in the market saving shoppers thousands of dollars.

Style Theory offers designer dress rental services. Picture: Stuart Milligan

Savvy shoppers can access designer fashion for a fraction of the cost through a South Yarra dress hire service.

Style Theory, on Garden St, stocks dresses for hire by designers including Thurley, Zimmermann and Misha Collection.

The service was founded by Jamie Lowe three years ago.

Sister and co-owner, Kelly Cooke, said there was a niche in the market for designer rentals, which had become popular because they saved shoppers thousands of dollars.

“It makes luxury dresses affordable,” Ms Cooke said.

“For example, people can rent Zimmermann dresses, which retail over $2000, for as little as $160 for a four-day rental.”

Ms Cooke said Style Theory had more than 1000 dresses in-store.

“We have a huge collection of cocktail dresses,” she said.

Owner Jamie Lowe showing off some of the clothes on offer. Picture: Stuart Milligan

“Fifty per cent of our business is the retail side from our showroom and the other half is our e-commerce store — we ship Australia-wide.”

Ms Cooke said dresses were always returned and rarely damaged.

“We’ve actually had nothing come back that’s been damaged beyond repair,” she said.

“If anything does happen we just on-charge the repair fee and send the item to our tailor.”

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Chapel Street Precinct Association general manager Chrissie Maus said Style Theory was leading the way in fashion innovation.

“It’s capitalising on changing consumer trends and dealing exclusively in pristine condition, high-end, preloved designer items for sale or consignment,” Ms Maus said.

Details: styletheory.com.au

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