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Rental fashion is a trend that is going mainstream.
A Florida mom and businesswoman says ladies love luxury, but her mission is to make them look good and protect paradise.
The runway used to be the first place you saw the hottest fashion.
But these days, Instagram influencers and social media stars are changing the industry, including upping the pressure for everyday women to look good online.
“People want the look good for less. We are posting all our photos. We can’t be seen in the same designer dress twice,” said Juno Beach businesswoman Bethany Sharp.
Sharp understands most women cannot afford to buy couture clothing, so she rents them through her business called Lady Jetset.
"We buy with the aspect of, 'What does a woman want to wear to make her feel beautiful?'" said Sharp.
She realized many women were wasting money on temporary looks for their selfie satisfaction, so she wanted to provide a service with a deeper mission.
"Fashion has now become a huge waste industry," said Sharp.
This is all part of a new way to stop the textile trash. One client says it is a trend that is here to stay.
"We do want to save the environment, but we also got to feel great,” said client Brianna Beatty. "This is a good way to do it."
Sharp says her pieces all retail for $500 or more.
But rental prices begin at $60, and she is working to carry sizes up to 16 so any woman can feel fashionable.