Picture this; you see a vintage Dior jacket, in perfect condition made by John Galliano and you know it will be a showstopper for the shoot you are planning. The only snag that keeps you from buying it is the 12K price tag. But what if there was a service that enables you to pick and choose from thousands of archival pieces, even from up-and-coming designers, to rent curated garments at a fraction of the retail price?
In an exclusive interview, the Egyptian-born and UAE-bred, Omar Abul Ata reveals to us how he has done just that! The creative influencer, and founder of Instagram’s most-loved curated mood board “F as in Fracture“, aims to level the playing field for garment rentals through RESERVE – an exclusive B2B marketplace centered around commercial and editorial fashion rentals.
Omar Abul Ata on RESERVE’S vision to transform the editorial landscape by digitalizing fashion rentals
In an era where consumers are having an introspection of how and what they consume by searching for value, sustainability and longevity through their clothing, Omar sets his eyes on providing a digital space for circular consumption of rental garments to make the life of sourcing editorial pieces hassle-free.
Stylists, art directors, content creators, and influencers continuously aim to deliver unique narratives of fashion collections, as it is their job to portray the desired dream to consumers. One of the most suppressing issues within the editorial landscape is the time-consuming demand it takes to curate the perfect click-bait looks for shoots. Requiring stylists to physically scour showrooms, brick-and-mortar stores, to resale, and vintage retailers, only to use the garment for one day to then return it back to where it was sourced, all while being limited by their geographic location and the depth and breadth of their professional network.
“I studied retail management and worked as a sales assistant for many years to brands such as Louis Vuitton. One thing that I learned first-hand was the agonising hours it takes to re-tag and remerchanside items that stylists brought back from shoots. Items sometimes worth up to 4 thousand dollars which could’ve been potential revenue.”
Omar talks to ITP Live regarding his first-hand experience of the editorial industry’s broken system.
Breeding an unsustainable and unequal cycle of sourcing, Omar is set to decentralize the fashion industry by creating an equal playing field amongst all fashion professionals, regardless of their background or the depth of their professional network. Positioning RESERVE as the sole entity within the market to explore, source, and connect with a magnitude of designers, vendors, and stylists all from one space.
In our informal zoom call, the more I started to hear Omar’s experiences and how his educational background contributed to the birth of RESERVE, it became clear that the app is an extension of his personality and passions. His drive, enthusiasm, and charismatic personality are a breath of fresh air within the scope of innovative entrepreneurs. A true embodiment of RESERVE and a platform that screams authenticity to its core.
Having launched the beta version in Toronto, Abul Ata has spent the summer in NYC mostly focused on getting the city’s creative scene connected via the platform. When he’s done with New York, London, Los Angeles, and Paris, Omar tells ITP Live how he is set to expand the platform on a global scale.
RESERVE already has some of the best vendors in the world listed on its platforms from the likes of Groupie NYC, Archivemess, Alex Maxamenko, Archive Threads, and Sickboy Archive. Omar’s goal is to eventually branch out to the Middle East.
When I asked what the added value would be in launching a circular platform service in the Middle East, Omar explains how he sees potential for RESERVE to become one of the leading platforms in the MENA region. It is a means to connect and create exposure to Arab creatives in the fashion industry on a global scale.
“I want to make RESERVE much more than a fashion rental service. I want to be the middle-man that gives a space for up-coming Arab designers to showcase their talents to a network of industry professionals that’s not possible in the traditional scope of the editorial sector. And in return, increase awareness of fashion’s linear “take, make, dispose” business model to make the region and its people consume more circularly whilst cultivating its creativity.”
As collaborative consumption in the sharing economy becomes more popular, all life-long ownership is replaced by short-term ownership and on-demand services. Therefore, the practice of RESERVE gains relevance as it is a way to manage excess inventory, save time, dress with the latest designer pieces, and satisfy customers’ need for newness while promoting circular consumption habits.
RESERVE on the break of decentralizing an unequal fashion editorial industry
RESERVE is a peer-to-peer marketplace that enables commercial & editorial fashion rentals by connecting fashion professionals to retailers, independent designers, and fashion resellers. Whether you are a renter or a lister, RESERVE provides instant connectivity to a broad horizon of industry professionals.
Ultimately, RESERVE provides a singular platform to seamlessly connect, explore and rent unique archival pieces, while eliminating waste and promoting a longer life cycle of clothing. A much-needed industry tool to save time, money, and stress by delivering items directly to shoot locations and displaying a directory of designer items available for rent.
As Omar Abul Ata sets out to promote RESERVE, we cannot help but look forward to inviting his innovative platform within the world of fashion. A tool much needed and long overdue, Omar is setting the stage for circular change.
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