Virtual try-on technology could encourage more people to consider renting clothes instead of buying them. While clothing rental was once limited to special occasions like weddings or proms, it is now expanding to include everyday wear. Today, consumers can rent from individuals via apps like By Rotation and Hurr, or directly from high street retailers like John Lewis and Selfridges. However, most of these services operate online, meaning customers can’t physically try on clothes before renting them. A recent study explored how people feel about renting everyday clothing and how an AI chatbot with a digital avatar might influence their choices. Researchers conducted three focus groups and 28 interviews. Many participants expressed a strong interest in using AI to visualize how clothing would look on them before renting. The chatbot could ask about size, fit, and the occasion, and then store this information (with permission) for future use. This could help streamline the rental process and improve the customer experience. Participants also suggested that AI chatbots could address concerns about hidden costs or stains in rental items. Additionally, the chatbots could highlight environmental benefits of renting, such as reducing waste and carbon emissions. Many Gen Z consumers care about sustainability and climate change, and they want their clothing choices to reflect these values. The study found that by keeping garments in use longer, renting could reduce a piece of clothing’s environmental impact by up to 30%. One of the key reasons more people might consider renting is the growing awareness of the environmental harm caused by fast fashion. The clothing industry contributes to 10% of global CO₂ emissions, and around 85% of textiles end up in landfills. Rental services can help reduce this impact by extending the life of clothing. Studies also show that chatbots can encourage greener choices by sharing environmental data, such as the amount of water saved or CO₂ emissions avoided by renting instead of buying. Despite these benefits, some people are still hesitant to rent clothing due to concerns about hygiene, damage, and cleaning costs. Others feel that renting isn’t yet a mainstream option and worry about whether rental clothes cater to a wide range of skin tones and styles. There is also a paradox in using AI to promote sustainability, as AI itself can be energy-intensive. However, efforts are underway to make clothing rental more accessible. For example, in August 2026, Oxfam launched a pilot rental scheme to provide stylish clothing without contributing to the “wear-once” culture. If virtual try-on technology can help people feel more confident about renting, it could significantly reduce the environmental impact of fast fashion. Whether or not this change happens will depend on how ready consumers are to embrace it.