Why Millennials and Gen Z Love Fashion Rentals？

To younger generations, clothing is less about ownership—and more about options, self-expression, and sustainability.

Millennials and Gen Z love fashion rentals because they offer access to variety, reduce commitment, align with environmental values, and let users express personal style without overspending.

At Fumao, we help rental platforms cater to these digital-first, values-driven shoppers with fashion that’s not just borrowed—but smartly designed for repeat love.

Why Gen Z is still obsessed with fast fashion?

They know it’s wasteful, but they also crave novelty. That’s the tension.

Gen Z is drawn to fast fashion for its affordability, constant refresh rate, and ability to quickly adopt trending aesthetics—but they’re also seeking better alternatives.

What drives this contradiction in Gen Z behavior?

• Speed of trend cycles on TikTok, Instagram, and YouTube
• Low prices that match limited budgets
• Desire for individual expression (even if through mass-produced items)
• Fear of missing out¹ (on styles, moments, hashtags)

Fast fashion gives them quick access—but many admit to buyer’s remorse². Studies show 65% of Gen Z discard items within a year.

This is where fashion rental³ steps in: same variety, trend access, and aesthetic play—without the guilt.

How can rental platforms attract fast fashion fans?

• Offer weekly or monthly rotations
• Curate trending styles with flexible returns
• Highlight cost-per-wear savings vs. fast fashion
• Build style capsules around viral looks

We helped one rental client develop a “TikTok Edit” that featured trending Gen Z aesthetics—Y2K, cottagecore, clean girl—for fast weekly swaps. Rentals jumped 30% in three months.

Why is Gen Z obsessed with 90s fashion?

It’s nostalgia they never lived through—but wish they had.

Gen Z embraces 90s fashion for its vintage appeal, relaxed silhouettes, and its association with authenticity, rebellion, and early pop culture icons.

What makes 90s styles so appealing today?

• Oversized fits⁴ → comfort + gender neutrality
• Denim, flannel, and minimalist basics → easy to mix
• Throwback icons⁵ → Spice Girls, Nirvana, early runway
• Low-effort cool → contrasts with curated influencer perfection

This aesthetic feels “real” to Gen Z—and rental platforms that lean into it can offer premium versions of those thrifted looks.

At Fumao, we help brands create 90s-inspired pieces with modern durability: pre-washed denim jackets, slouchy suiting, and crop tops with stretch seams that survive 20+ rentals.

How can rental businesses serve 90s-style demand?

• Offer curated throwback capsules (e.g., “Grunge Glam” or “90s Revival”)
• Use nostalgic visuals and video to market
• Include retro brands or styles in high-quality updates
• Highlight differences: “The 90s look—with 2020s-level comfort and quality”

Nostalgia sells⁶—but function keeps it rented.

What is Gen Z's attitude towards fashion?

Fashion is identity. But it must align with values, be socially shareable, and stay affordable.

Gen Z sees fashion as a fluid tool for self-expression—rooted in sustainability, inclusivity, and authenticity—not just trends.

What beliefs shape how Gen Z approaches fashion?

• Genderless style: They reject rigid categories
• Sustainability-first⁷: They want to support eco-conscious brands
• Digital-native influence⁸: They value what looks good on camera
• Thrift-savvy⁹: They enjoy curation over mass production

According to a McKinsey study, 73% of Gen Z say a brand’s ethics matter more than its logo. They want to rent from brands that “walk the talk.”

Rental offers:

• Lower waste
• More options
• Non-ownership freedom
• Opportunities for community (sharing, style swaps, feedback)

We advise rental clients to add user reviews, outfit tagging, and community polls—letting Gen Z co-create the experience.

Who is the target market for Rent the Runway?

It started with special occasions—but now serves everyday style-seekers.

Rent the Runway’s primary market includes professional women, fashion-forward millennials, and eco-conscious Gen Z users who want designer access without the full retail price.

What defines this audience?

Their shared values:

• Quality over clutter
• Access over ownership
• Style with a story

Rent the Runway's rise shows how demand has shifted: fashion isn’t just about buying—it’s about borrowing better¹⁰.

What lessons can other rental platforms learn?

• Offer membership tiers¹¹ with growing flexibility
• Use outfit previews to reduce return anxiety
• Combine classic staples with trend rotations
• Promote user-generated content¹² to build credibility

At Fumao, we support these goals by creating fashion built to be rented: longer-lasting seams, forgiving fits, and fabrics that photograph well again and again.

Conclusion

Millennials and Gen Z are rewriting fashion rules. They want freedom, impact, and identity—without the waste. Rental meets them where they are. At Fumao, we help brands design smarter garments for a smarter generation of shoppers who care more about expression than excess.