Gen Z Is Spending To Keep Up With Social Media. Clothing Rental Offers a Way Out

“Every time me and my friends go out, someone’s taking pictures that will probably end up online,” says Maria, a 23-year-old personal assistant based in Los Angeles. “So even when I love an outfit, I don’t want to wear it too often because it feels like everyone’s already seen it.”

For Maria, the pressure to have something new to wear doesn’t stop at everyday plans. Weddings and other big events can make it even harder to justify repeating an outfit. This is especially true when there’s a specific dress code or a flood of photos destined for social media.

She’s far from alone. According to new research from ThredUp, 78% of wedding guests said they needed two or more distinct looks for a single celebration. Eighty-seven percent said they’d bought an outfit they only wore once. That pressure isn’t limited to only weddings, either. More than half of Gen Z (56%) say social media pressures them to avoid repeating outfits in general.

For shoppers trying to keep up with those expectations without continually buying new clothes, clothing rentals are becoming one way to get a new look without paying the full price of an outfit.

A “one-wear” wardrobe isn’t sustainable, and it’s pressuring Gen Z’s budgets

While social norms increasingly discourage outfit repetition, the cost of event-worthy outfits continues to soar. ThredUp reports that the average wedding guest spends $550–$820+ on once-worn outfits over time.

And Gen Z are feeling the pinch. Nearly two-thirds of Gen Z consumers (61%) say they’re making significant financial tradeoffs to cover non-essential expenses, and 56% have taken on a side hustle or gig work. That’s according to research conducted by Credit Karma.  

“Attending large events like weddings, in particular, has gotten so expensive,” says Maria. “In addition to travel, lodging and gifts, a lot of weddings are formal or black tie, which can be hard to shop for on a budget.”

The response: Why buy when you can rent?

For shoppers like Maria, clothing rentals offer a way to keep up with specific dress codes and try new styles without buying an outfit they’ll only wear once.

“I love renting because it’s much easier to find something that fits into hyper-specific dress codes, and it also gives me a chance to experiment with micro-trends on a budget,” says Maria. “At this point in my life, it’s also the only way high-end designer pieces fit into my budget.”

What started as a solution for big occasions has become part of Maria’s regular shopping routine.

“I initially started using clothing rental apps for big occasions like weddings, but now I rent for holidays and birthdays as well,” she shares. “I always have more fun having a new dress for an occasion rather than rewearing one.”

For Maria, the appeal isn’t just getting something new to wear. Renting gives her the flexibility to experiment with her personal style without adding the full cost of another outfit to her budget.

The takeaway: Try renting for event-worthy clothing on a budget

As the cost of living rises and the pressure to wear something new isn’t easing up, Gen Z is finding practical ways to participate in social events without taking on the full cost of buying new clothes. 

So whether you’re looking for an event-specific outfit or just want to experiment with new styles, renting may help you reach your style goals — and stick to your budget.

It’s one of several ways Gen Z is rethinking spending under pressure. Many are also skipping everyday purchases to afford groceries.