Yay or Nay: Influencers renting out luxuries to "look rich" on social media

Imagine this: You see a top influencer driving a posh luxury car, wearing high-class designer labels while attending a high-end event in the city.

Reality Check: It's not owned. It's rented!

“Influencers who are nano, macro, micro are reaching out to home-grown brands and designers for clothing for the events they are attending. All their envious clothing is actually not theirs. It's actually borrowed for a day in exchange for a photo credit and promotion for brand in return,” states a home-grown label's designer, on condition of anonymity.

The trend of “barter” is not new. It all started in showbiz (read Bollywood) where brand gives in a product to celebrity and in return expects visibility via social media promotions and brand mentions. Some may call it a sustainable approach but that is how celebrities started off. With busy lifestyle, limited storage space and multiple events to attend, how much can one hoard! So in lieu of a promotion promise, celebrities “source” items from designers and brands. Hence, the extravagant lifestyles resulting in fashion rich celebrities!

Anaita Shroff Adajania's Thoughts:

In addition, there are various apps and online platforms that provide rented service to socialites, celebrities and now even content creators. It can range from clothes to bags and shoes too! The rent starts from a meagre cost of 700 bucks and goes up to thousands and even Lakhs for top notch labels. We spoke to leading fashion stylist Anaita Shroff Adajania and here's her take. “Sourcing clothes for an influencer helps generate awareness with the right audience but only if it's on the right influencer. Also I feel, it's not about looking rich, but fashionable at that moment."

Photo Credit: Instagram

The problem is not in renting. The problem is in flaunting a make-believe lifestyle which is not really the truth. Like the old adage goes: Have it, flaunt it. But if you don't really have it then how can you flaunt it? Lifestyle and Mom Influencer Simone Khambatta admits she happily sources outfits: “Well, I don't rent. I borrow for weddings and other big events and I always give social media credit to the brand. I don't see an issue in it,” she says.

Elvish Yadav is the Example:

Now, let's take for example the not-so-old news of popular creator Elvish Yadav when his father uncovered some rude truths about his son renting luxury cars and clothes, just to show off a fashionable and rich lifestyle. He confessed that Elvish did not own any of the cars shown in his YouTube videos and that they were borrowed for shoots and then returned later.

Photo Credit: Instagram

Talking to another Made in India label, the owner reveals: “The condition of product is sometimes good, sometimes bad when clothes are returned but not much can't be done,” says another desi designer. Influencers, socialites and tinsel town celebrities are sourcing everything - clothes, jewellery, bags and even cars. Says an industry insider: “Let me tell you: It is FOMO (fear of missing out) and the pressure to maintain a certain lifestyle to remain in the elite circle and pose with the whos who of social industry.”

While not everyone is following the “rent trend.” There is a segment of creators who do believe in “repeating their outfits and even restyling or repurposing it as often.” At the same time, it's also important for creators and celebrities to keep their life as close to reality as possible. In fact, some time back actor Ayushman Khurana gave a shocking statement when he said to Free Press Journal. Here's what he said: “Pura Bollywood rent par hai! Aapko lagta hai hum clothes khareedte hain. Where will we take so many clothes!?” He was referring to actors renting designer clothes and not actually buying them including himself of course. Even Jahnvi Kapoor admitted to wearing “bhaade ke kapde” in a recent interview.

So how does this whole theory of renting and sourcing work for the brand in long run? Says a designer on condition of anonymity, “I once rented clothes to a top fashion influencer. She promoted it very well on her Instagram handle. I got too many orders and queries post her stories. It's important for creators to mention that the outfit is ‘sourced' or a wardrobe courtesy is necessary to mention. These are some things to keep in mind while taking a favour.”

Photo Credit: Instagram 

But does it eventually generate sales or clients? Stylist and designer Bhavana Singh tells us: “Established names approach me for outfits. That definitely gives the desired visibility. But sourcing outfits for budding creators is futile. Also, when bloggers approach us, we don't expect sales in return. We only look forward to social media credits and promotions.”

We also spoke to Neha Nagar, a top finance influencer. This is what she had to say: “Content creators have great responsibility. People look up to them for who they are. There are some influencers (not all) who flaunt a fake lifestyle which is wrong. They pretend they are rich with all the luxuries. They should not do this. It creates a wrong example for the audience.”

Bottom line: If you rent it or borrow it; always make a mention of it or give social media credit to the brand.

So next time if you see your favourite influencer wearing that stunning outfit and admire their wardrobe; think twice and take it with a pinch a salt, peeps!

Disclaimer: Views shared in the article are author's own and the inputs are shared by multiple designers, stylists and content creators. Demeaning no one, the article is purely quoted on condition of anonymity.