Gemma and Zara are the duo behind Carousel, and long-time lovers of great clothes and better choices. Gemma brings over a decade of fashion industry experience, having styled everything from high-street campaigns to red carpet looks. Zara’s background is rooted in sustainability, with fifteen years spent helping global brands reduce their environmental impact – from design to supply chains and beyond. We reached out to them asking them to introduce their business, the items they have on rotation and their favourite memories so far in their journey towards fighting fast fashion.
“As two island girls, we were tired of the lack of access to fabulous fashion and even more tired of the ‘buy, wear once, regret it’ cycle. With one foot in styling and the other in sustainability, we knew the system needed a shake-up. So, we built Carousel: a shared wardrobe for the style-conscious and planet-minded, where you can rent bold, beautiful pieces without the guilt (or the price tag).
It began the way all our great ideas do – over a glass of rosé and a mountain of outfit options. One evening, mid-wardrobe swap for yet another event, we had a realisation – we were already renting… just to each other. The lightbulb moment was simple: if borrowing from friends felt this fun, easy and stress-free, why couldn’t it work on a bigger scale?
What started as a shared wardrobe between two friends is now evolving into a full-blown fashion revolution. Between us, we handpick every piece. If we don’t agree or see the same vision, it doesn’t make the cut. Think head-turning, joy-giving, compliment-catching. We look for statement silhouettes, luxe materials, seasonal sass, long-term style and versatility. Carousel was built to help people look and feel good – about their outfits, budget and impact on the planet.
Overconsumption of fast fashion is an underlying global crisis – there is no doubt about it. I’d love to say renting is the solution, but let’s be honest, it’s not going to single-handedly overthrow the single purchase mindset overnight. That being said, if renting one outfit stops even one of the 92 million tonnes of textiles that are binned each year, then that’s a small win – everything adds up. Renting lets you feel fabulous whilst still doing your bit.
It would be disingenuous to say that we never buy fast fashion, and don’t still have some pieces hanging with tags in the wardrobe. But we’ve never fully subscribed to the ‘wear once, wallow forever’ lifestyle. Even before Carousel, we believed in investing in standout pieces. The kind that defines your style and stands the test of time (as well as using killer accessories to allow you to rewear multiple times without the dreaded social media picture worry!)
We both love clothes, always have, always will – however now we love with intention, we invest in longer term, timeless and stylish pieces. We buy less and wear more, a mindset we believe in even more now that we both have daughters to hand pieces down to.
We want every woman who walks through our doors to feel relaxed, uplifted, and most importantly, fabulous. The Carousel Styling Studio is a go-to feel-good space: warm, welcoming and all about finding the perfect outfit in a totally pressure-free environment. A typical day in the dressing room looks like coffee in one hand, baby bottle in the other, steamer in the other. All mothers have three hands, right? Mood boards flying, try-ons happening, someone squealing “THIS IS THE ONE.” Every appointment is a mini makeover montage. Laughs, outfit reveals, and sometimes (certainly for us) a cheeky glass of fizz or two! We want every woman to leave our styling studio feeling like the best version of themselves – confidence is contagious and our clothes are the carrier.
A few weeks ago, a woman came in looking for something to wear to her daughter’s wedding. You could tell the pressure was on – as we all know, Mother of the Bride outfits are no joke. She told me she never finds anything that fits quite right, and honestly, I could feel her confidence was a little low. So, we had a laugh, tried a few pieces, played around… and then (breathe a sigh of relief), she slipped into this stunning red dress. Her whole face lit up when she looked in the mirror and said, “Okay… I actually feel amazing!” That’s the magic. When someone surprises themselves. When they walk out standing taller, feeling like a total rockstar. Nothing beats it!
We understand that most of us have those little things we feel a bit self-conscious about. Whether it’s wanting to smooth out a few lumps and bumps, cover your arms, or feel a little more supported around the tummy – we get it. That’s why we work together to handpick pieces that work for you and your body. We’re all about showing off what you love, styling around what you don’t, and making sure you feel like the best version of you. Whether it’s for a big event or just because you deserve to feel amazing, Carousel will help you shine.”
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