Blending personal style with unique, enchanting pieces, The Edit Rentals is redefining how we dress—placing confidence, individuality, and a sense of discovery at the forefront.
By Jamie Mendel
As the fashion industry continues to evolve, so does the way people shop. Ivanna Mitchell, founder of The Edit Rentals, recognized a growing shift toward more conscious consumption, with clients drawn to experimenting with styles they may not want to own. From this, she saw rental as a smarter, more modern approach to shopping and dressing.
Starting as an outfit rental service for special occasions, The Edit Rentals has since evolved into something more considered. Today, the company is guided by a refined eye, curating versatile pieces that translate across various bodies and settings, always grounded in how clients feel. “It’s so great to see people light up when they put those pieces on,” Mitchell says.
While traditional retail centres on ownership, The Edit Rentals is all about the experience. “Our biggest thing is freedom. You are not tied to one identity or style—you can dress for the moment you’re in without overconsuming,” she says.
Stepping into the company’s rental space in the summer feels effortless and elevated. Through one-on-one styling sessions, clients are encouraged to explore beyond their usual choices, discovering pieces that are both unexpected and entirely their own. “What’s great about The Edit is you can go beyond your personal style and wear what makes you feel good and confident,” Mitchell explains.
Inspiration for The Edit’s pieces comes from real-life moments. Mitchell draws from travel and the art of people-watching, often observing how women style pieces in their everyday lives. With a constant awareness of her clients’ lifestyles and needs, these influences come together organically, shaping a wardrobe that is thoughtful and effortless.
From this point of view, The Edit Rentals’ closet gravitates toward distinctive, hard-to-find pieces—garments that stand out rather than blend in. That sense of originality often encourages clients to step outside their comfort zones and discover confidence in styles they may not have chosen on their own.
When sourcing, Mitchell considers versatility through the lens of her clientele, imagining how they might wear the same piece in their own way. Above all, she looks for that undeniable wow factor.
For summer, the focus is clear: fashion should feel easy. “Getting dressed should feel fun and not complicated,” Mitchell says. This season, she’s seeing a return of feminine style—soft draping, fluid movement, and effortless silhouettes. Alongside this, elevated minimalism is taking hold, favouring understated pieces with interesting textures and refined structure. Still, The Edit Rentals doesn’t mindlessly chase trends; instead, it focuses on how these pieces integrate seamlessly into everyday life.
At its core, The Edit Rentals is about more than clothing—it’s about transformation. By reimagining how we engage with fashion, the brand creates space for confidence, experimentation, and self-expression. As Mitchell sums it up, “It’s really about what people feel amazing in.”
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