Sydney Woman Earns Thousands Renting Designer Dresses

Brittany Wheeler, a 31-year-old from Sydney, has transformed her passion for fashion into a lucrative enterprise by renting out designer dresses she already owns. What began as a side project has evolved into a full-time business, with Wheeler earning thousands of dollars in rental income, often far exceeding the resale value of the garments.

One Oroton dress, purchased for $1,200, generated $4,380 in rental fees before being sold secondhand for $700. Similarly, a limited-edition Cult Naked Blue Moon dress, bought for $680, earned $2,910 over 31 rentals. Other profitable items include a designer dress that cost $1,050 and brought in over $3,200, and a pink Helsa satin mini dress that paid for itself six times over with $2,580 in bookings from 21 hires. An Alexander Wang suit dress also generated more than $2,700 in bookings.

Wheeler explained that reselling fashion typically yields only 30% to 50% of the retail price, making hiring a more profitable strategy. Her most expensive item is a custom coat dress by Serbian designer Mihano Momosa, retailing for $2,500, which rents for $198.

The popularity of fashion rental has surged as Australians seek additional income streams amidst the rising cost of living. Wheeler noted that some individuals using her platform now earn over $1,000 weekly by renting out their existing wardrobes. While many treat it as a side hustle, others have built substantial collections and turned fashion rentals into full-time careers.

Wheeler's entrepreneurial journey began after university when she discovered the concept of fashion rental. Inspired by Sophia Amoruso's book "Nasty Gal," which detailed building a vintage clothing business with minimal capital, Wheeler applied a similar approach to her own designer pieces. Using savings, she purchased additional garments, acquired a clothing rack, and started renting items from her parents' spare room.

Her initial venture, One Wear Only Hire, grew through word-of-mouth and social media. In its early stages, Wheeler managed bookings via email, collected security bonds, and handled all aspects of the business while also pursuing a career in fashion media and digital strategy. She held senior digital roles at companies like RedBalloon and Woolworths.

By 2022, Wheeler recognized that her business had outgrown her personal collection, which was limited to items in her size. This realization led to the development of One Wardrobe, a peer-to-peer marketplace enabling women to rent designer clothing directly from each other. After an 18-month development period, the platform launched and now features over 11,000 styles listed by more than 400 women across Australia.

Successful rental pieces often gain popularity when worn by influencers or celebrities, allowing others to access sought-after looks at a fraction of the price. Australian brands such as Zimmermann, Aje, and SIR are particularly in demand for events like weddings and formals. Wheeler highlighted that a rewarding aspect of the business is extending the lifespan of garments and being a part of customers' special moments, with dresses becoming cherished memories.