LendMyTrend and sustainability

April, Aaron and Declan are passionate about sustainability. Driven by their combined entrepreneurial spirit and desire to combat fast fashion, the team's business launch couldn’t come at a better time. As we create and waste fashion and textiles at unfathomable rates, April, Aaron and Declan are determined to slow the industry down and increase the popularity of re-using with their innovative start-up, LendMyTrend.

The online business is as its name suggests – a peer to peer rental platform for fashion that exists to create a positive social and personal impact, and to create a more sustainable fashion industry. The idea behind LendMyTrend stems not only from sustainability, but also affordability, and when trends are changing faster than we can keep up with them, wearing the latest labels and newest styles isn’t always the most affordable option. And April would know; the average Australian woman buys 27 kilograms of new clothing every year, which, besides the environmental issues, is a costly habit too.

“I hope to help the lenders on our website make extra cash with their existing wardrobes, as well as give renters access to designer labels that they usually wouldn’t be able to afford. It connects everyday people and allows them to become renters and lenders. It’s simple; individuals can list their items in a secure, easy and incredibly affordable manner to be rented by people in their own private group or Australia in general. This lets them make money off their wardrobe and earn some side cash. On the other hand, we give individuals the opportunity to rent from those around them securely and easily, and this is much cheaper than buying something brand new."

LendMyTrend’s business principles are actively addressing the global fast fashion problem, and instead of encouraging overbuying for the sake of trends, LendMyTrend advocates for re-using with a simple hiring process. With peer to peer lending, the lifecycle of each garment is significantly extended, and instead of ten people buying ten of the same dress, the one dress can be rented and worn ten times.

It’s a smart business model but also a demanding one, and logistics is only one of the many tasks on April’s daily to-do list.

“I’m responsible for the day to day operations and organisation of the business, as well as all things marketing, which includes managing social media, looking after influencers and organising print media. Alongside Aaron and Declan, the other two Founders, no week is ever the same for us! There’s digital newsletters, monitoring and maintaining the website, organising payments, editing listings, preparation for shoots, and the rest. Because we’re a start-up, we try to keep as much as we can in-house.”

The overall direction and aesthetic is something April plays a part in too because curation is critical when it comes to online shopping and renting. While LendMyTrend is open to all ages, genders and demographics, the website naturally caters to young females, given their inclination toward online fashion and their early-adopting attitude.

Make an environmentally friendly statement with your next outfit and head to LendMyTrend to rent from a range of womenswear, menswear, bags, shoes, clothing and accessories.

The Fashion Advocate x

LendMyTrend online fashion rental Australia The Fashion Advocate Melbourne fashion blogger online store for Well Made Clothed like Alice is Back

The Fashion Advocate ethical sustainable circular slow fashion business strategy mentor online course marketing how to

I spent my first five years in business stressed and in debt.

If you're feeling overwhelmed, stressed, or if you're not making enough sales to survive, you're not alone. I've been there.

I was exhausted and I wanted to quit.

Then I worked out a strategy that dramatically changed my business, increased my sales, and saved me time. I want to share it with you!


Want to know the top three ways to grow a successful and sustainable fashion brand?


    Every week on Instagram, you can ask me anything about fashion, business, ethical manufacturing, sustainability, and growth to get the answers you need to overcome challenges. Marketing, PR, your strategy, sales, how to wholesale, Instagram engagement, customers, sourcing... Whatever it is, ask me your questions and I'll go LIVE on Instagram with the answers you need to move forward.



    To build a successful, sustainable and profitable fashion business, you have to empower yourself with knowledge and learn from others in the industry. I ran one of the largest online stores for ethical and sustainable fashion for over a decade, and I learned the ins and outs and the rights and wrongs of building a business. Now I'm sharing my strategies on my blog so you can take what you need to grow!



    The only difference between a big fashion business and a small fashion business is a different skillset. Everything your competitors know - you can learn. My online courses and masterclasses are specifically designed for ethical and sustainable fashion brands, labels and businesses, so you can build your skillset, level up, fast-track your success and increase your impact.