"PleaseDon'tBuy Signed by Twinset" clothing rental program

MILAN — Twinset is gearing up to debut “PleaseDon’tBuy Signed by Twinset,” claimed to be the first fashion-renting project developed by a fashion brand.

Starting from Sept. 19, in conjunction with Milan Fashion Week, dedicated corners located inside eight of Twinset’s most strategic Italian stores — Milan, Rome, Turin, Verona and the Bergamo airport — will carry the first drop of the “PleaseDon’tBuy Signed by Twinset” line, which will include 21 women’s styles in three different color options that will be available for short-term renting. Paying an amount spanning from 40 euros to 90 euros, women will have the chance to rent for four or eight days high-end Made in Italy pieces specifically designed for special occasions and crafted from luxurious fabrics, such as silk and cashmere.

“Thinking about the fact there is a major risk for a brand like Twinset to remain squeezed between the luxury and fast-fashion brands, I felt the urgency of thinking out of the box,” said Twinset chief executive officer Alessandro Varisco, who joined the brand in 2015 from Moschino. “I really wanted to create a project able to attract that Gen Z [that] now accounts for only 5 percent of our business, but then I realized that ‘PleaseDon’tBuy’ is actually very cross-generational.”

Aiming to create “the Netflix of fashion,” Varisco put the focus on the importance of execution to guarantee an impeccable service, which will be ensured by a dedicated logistic hub, also including a tailor’s area for clothing repair and a laundry.

“I think that offering drops, three or four a year, featuring exclusive high-end styles, which would retail from 900 euros to 3,000 euros, we will also educate the younger generations to quality and craftsmanship,” said Varisco, who hired a team of designers to develop models that are completely different from the Twinset product offering. “My dream for the future is to collaborate with major designers asking them to create capsules for this project.”

While “PleaseDon’tBuy Signed by Twinset” will kick off next September in a limited number of stores, next year it will be extended to all the brand’s retail network, totaling 87 directly operates shops and 59 franchisees, and will also make its debut online on a dedicated web site.

“My goal is also to bring this project to the wholesale world, giving the chance to multibrand stores, which are going through a very critical phase, to take advantage of the opportunity of renting out our collections,” Varisco added, revealing that he expects the company in the future to open small stores dedicated to the “PleaseDon’tBuy Signed by Twin Set” project.

Twinset, which is controlled by private equity The Carlyle Group, closed 2018 with revenues of 235 million euros and earnings before interest, taxes, depreciation and amortization of 41.6 million euros.