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By Laura Enfield

Fashion entrepreneur Eleena Png has tapped into the Insta-trend market to launch online company Oprent. Eleena Png

The company rents out garments from the likes of Alexander McQueen, Gucci, Prada and Missoni at a fraction of their retail price, catering for the new online breed of fashionsistas who hate to be snapped in the same thing twice.
Armed with just a laptop the 27-year-old has built the business up from her home on the Isle Of Dogs, marketing it via Instagram with influencers as her models.

The former investment banker said: “I saw the behaviour of people changing.
“With the rise of social media people want more access to things that are luxurious.

“A lot of women don’t want to wear the same thing twice, especially once a photo is taken of them wearing it. “And if they see it hanging in their closet all the time they get bored of it easily.”

Eleena, herself is a big fan of Instagram, used it to inform and grow her brand.

The @Oprent account launched a year ahead of the website and now has more than 6,000 followers.

“Instagram has helped a lot of people discover us,” said Eleena.
“We like to do mini videos as campaigns with brands and influencers as we find it more engaging.

“It helps clients picture themselves in the clothes.”
The platform launched in July and has a changing array of items in sizes 4-14. The rental price is usually 10-15% of the retail price, depending on the season, with a £1,950 Dolce And Gabbana floral dress costing £20 for four days and a £8,000 sequinned Saint Laurent jacket costing £1,200.

“We have focussed on show-stopping pieces that people will only want to wear once because they are so memorable,” said Eleena. “But we have a section on the website where people can request future items that they want us to get in. Our selection is very driven by what the customer wants.”

Dry cleaning and insurance for minor damages is included in the price and customers can choose where they want items sent to, with same day delivery available.

“A lot of people from Canary Wharf rent from us and they are our target market because they don’t have time to be browsing shops,” said Eleena.

“We are aimed at modern women who already shop luxury fashion, are social, like to travel, are educated and like the convenience of technology.”
“I hope people will see us as a new way to shop premium fashion.”

Go to oprent.com Go to Live Feed
High end fashion company Oprent launches on Isle Of Dogs

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