To take into consideration, the upcoming and trendy profession like a blogger has its minor issues. For example, a fashion blogger has to plan in details his outfit for the better promotion of the account and more interesting visual structure of the Instagram page in order to attract more followers. Since the picture or the photo has to represent different composition or different variations of the style, the rental clothing service will be useful for bloggers. The services such as FashionPass send the goods to the bloggers for a fixed monthly fee. It offers three levels of using this service: Socialite - allows renting two items of clothes and one accessory at the same time (the cost will be 79 US dollars in a month); Trendsetter - offers to rent three items of clothes and two accessorises at the same time (109 US dollars in a month); and the last one is Wanderlust (139 US dollars in a month) - provides four pieces of clothes and three accessorises for the rent. Furthermore, the users are able to change the items on an unlimited number. 

To take into the account the sustainability, rental clothes is the right way for clients to start to cut off the pollution. According to Cait Lamberton, people do not wear 40% of their wardrobe. When they decide to get rid off of some clothes and make space for the new clothes, some of them give old clothes to the orphans houses, charity or use particular bins for clothes recycling (depends on the region where people live). Nevertheless, people still throughout the old clothes to the rubbish bin, thereby contaminating the environment. 

The disaster which was happened in Bangladesh in 2014 with Rana Plaza made fashion companies redefined their social vision and started to take for the consideration of their ecological impacts (Braithwaite, 2018). Also, the cause of the lifestyle change made consumers start to pay attention to the production of the clothes. It is generally agreed that the fashion industry is one of the main pollution industry due to the usage of toxic and chemical components which contaminate water and leave unrecycled waste. According to Naomi Braithwaite, 35% of total microfibres in the oceans came from clothes. It is expected that 25% of the global carbon budget will be spent in the fashion industry by 2025. Since the fashion industry is responsible for the impact of the environment, they started to work on limiting pollution from manufacturing their products. However, they have to cut off the amount of waste. One of the best ways is to provide the opportunity to the customers to rent the clothes.

Nowadays augmented reality in the fashion industry is an important tool since it is becoming the future trend of the digital fashion. According to Darragh Dandurand, the success of any brands depends on how the brand can manage to be on the top of consumer’s demand and to hold the steady position on the market. Therefore, brands need to follow ever-rising trends. Innovation is one of the the high growing trend in the fashion industry.  That is why the success of any retail and commercial clothing companies relies on the sector of augmented reality (Hackl, 2020).

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