Article #4- Resale, Rental, and the Circular Economy

For Gen Z, luxury isn’t about owning the newest handbag or keeping up with seasonal collections- it’s about making smart, conscious choices. Resale and rental have become important parts of how this generation engages with fashion, and in the process, they’re pushing the industry toward a circular future.

Secondhand platforms like The RealReal, Vestiaire Collective, and Depop have made it easy and coo to buy luxury items that already had a life before. Whether it’s a vintage Prada bag or a used pair of sunglasses, these purchases aren’t just about saving money-they’re about curating personal style, consuming less, and making luxury more accessible.

At the same time, rentals have carved out their own space. Apps like HURR and Rent the Runway cater to Gen Z’s love of experimentation without commitment. Need something bold for a party or polished for a presentation? Rent it, wear it, return it.

This shift reflects a broader embrace of the circular economy- a system focused on keeping products in use for as long as possible, reducing waste, and rethinking how we consume. For a generation deeply concerned about the climate crisis and fashion’s environmental footprint, this model makes sense. It allows them to participate in fashion without contributing to the cycle of overproduction and overconsumption.

Luxury brands are paying attention. From Gucci’s partnership with The RealReal to Stella McCartney’s long-standing focus on sustainability, the message is clear: the industry knows where it’s headed.

Gen Z isn’t rejecting luxury. They’re just rewriting what it means to them. It’s not about owning more- it’s about owning differently.