Zenbird Editorial TeamAirCloset and wedding venue operator Anniversaire have launched a collaborative initiative to provide dress rental gifts for wedding guests. The new service will allow couples to gift the experience of wearing a professional rental dress to those attending their wedding ceremony.
The service uses the airCloset Dress platform, where couples can purchase rental gifts in an e-gift format. Guests who receive these gifts can select a dress that fits their personal style and size through an online system. This process simplifies preparing for the wedding day and ensures guests have access to high-quality formal wear without the need for a permanent purchase.
Anniversaire operates ten wedding venues across Japan. The company will now include the airCloset Dress rental gift as a standard recommendation for couples during the planning phase. This diversifies the ways in which couples can express gratitude to their guests, in addition to the traditional food and physical gifts of gratitude.
From a circular economy perspective, the collaboration also addresses the issue of underutilised formal wear. Occasion dresses are frequently bought for a single event and subsequently stored without further use. This contributes to textile waste and resource inefficiency, which the companies want to address through a rental model for high-quality garments.
AirCloset stated that it intends to continue seeking partnerships with various companies to expand opportunities for people to enjoy formal attire through rental services. The collaboration shifts the Japanese wedding industry towards more sustainable experiences.
[Reference] airCloset News (Japanese)[Reference] Sharing Economy
