Düsseldorf-based startup e-dress introduces Germany’s first rental platform for designer fashion, promoting sustainability and accessibility in the luxury fashion sector.
When Emel Tumay (28) planned her wedding in 2022, she encountered an issue familiar to many women: the dress for the big day was expensive – and remained unused after being worn just once. Her bridesmaids also invested in elegant dresses that never left their closets again. Why wasn’t there a simple way to wear high-quality evening wear only when it was truly needed?
This question stayed with her, leading to the founding of e-dress in October 2023. Today, Emel Tumay and Denise Barth (27) jointly pursue their vision: Germany’s first rental and second-hand platform for premium event fashion. Their goal: making exclusive designer pieces accessible for special occasions – to every woman, without the obligation to purchase. Their motto: Rent, Rock & Return.
Chanel Vintage, Saint Laurent and other luxury brands available
Since its official launch in October 2023, e-dress has grown steadily. Customers can flexibly rent dresses and bags from brands like Chanel Vintage, Saint Laurent, or Jacquemus for periods of four, eight, or ten days, or purchase pre-loved items. The range of products is continually expanding, driven by new partnerships and international labels otherwise difficult to obtain.
Supporting the team is Sophie Kühn, an entrepreneur and mentor with a multimillion-euro exit, who provides strategic guidance to e-dress: “The vision is clear, the timing is right—e-dress taps into the mindset of a new generation of women,” says Kühn.
What makes e-dress special is its approach to sustainability—not as sacrifice, but as contemporary luxury. With professional cleaning, Allianz insurance, free returns, and express two-day delivery, the rental model is as simple as buying.
Next step for e-dress: Pop-up tour across Germany!
Following a successful launch, e-dress takes another step forward: the first pop-up tour will kick off in summer 2025, from central Germany to the north. In Düsseldorf and Hamburg, customers will have the opportunity to experience exclusive designer pieces offline for the first time: touching, trying on, and receiving personal advice from the founders. This makes the platform tangible, and the concept of sharing premium evening fashion becomes experiential. Those who rent once come back—the future of fashion lies not in ownership, but in access.
Find out more about the startup at their official website: https://e-dress-fashion.com/
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