The Volte has launched a new fashion rental campaign in collaboration with Chapter. The campaign, titled Rent the Dress-Own the Room, aims to showcase how fashion rental can empower women to exude confidence and be their best selves in any situation. By promoting the idea that the right dress can unlock inner power and confidence, the campaign encourages women to opt for renting over buying, making financially savvy choices without compromising on style.
As the world’s largest peer-to-peer dress rental platform, The Volte has successfully tapped into the growing trend of fashion rental in Australia. To expand its reach and prepare for its upcoming launch in the UK in 2025, The Volte recognized the need to establish its brand among new audiences.
Chapter, the creative agency behind the campaign, conducted a national survey targeting Australian women aged 18 to 50 to understand their fashion buying and rental behaviors. The survey revealed a significant opportunity, with millions of women making frequent dress purchases for special events but having never explored dress rental as an alternative.
Hannah Muirhead, founding strategy partner at CHAPTER, emphasized the importance of not just creating awareness but also educating and encouraging a new consumer behavior towards fashion rental. The campaign aimed to not only promote fashion but also highlight the benefits of fashion rental in contributing to the circular economy and empowering women to make smart fashion and financial decisions.
The creative direction of the campaign centered around the concept of the “revenge dress,” symbolizing the empowerment and confidence that comes with wearing the perfect outfit. Styled in Milan by Elliot Garnaut and featuring designer dresses from brands like Aje, Rachel Gilbert, and Zimmermann available for rent on The Volte, the campaign captures the essence of feeling both fashionable and financially empowered.
Dean Hunt, founding creative partner at CHAPTER, highlighted the unique tone of voice adopted for the campaign, coined as ‘Wolfess of Wall Street,’ which aims to resonate with women heading into 2025. The campaign not only celebrates the joy of fashion but also emphasizes the joy of fashion rental and the sense of empowerment it brings to customers.
Kellie Hush, Chief Brand and Strategy Officer at The Volte, expressed the brand’s commitment to providing customers with the experience of beautiful, quality fashion through the campaign. The ‘RENT THE DRESS—OWN THE ROOM’ platform is set to be a long-term branding initiative, with future bespoke and seasonal campaigns in the pipeline to further engage audiences across social, digital, and outdoor platforms in Australia and the UK.
The campaign by CHAPTER for The Volte marks a strategic move to revolutionize the fashion rental landscape by not only promoting style and elegance but also championing sustainability, financial empowerment, and confidence among women in the fashion industry.
📰 Related Articles
- Coco Rocha and Xcel Brands Launch Empowering Women’s Fashion Line
- Vinnies WA Campaign Redefines Fashion Perception in Local Communities
- Size 32+ Women Embrace Fitted Fashion, Empowering Body Positivity
- Natasha Oakley and Glassons Launch Affordable Fashion Collection
- Max Mara’s Cinematic Fashion: Empowering Women Through Style Evolution