Viewers of This Morning were left fuming after a segment dedicated to renting clothes.
Lisa Snowdon introduced models onto the show, with each one’s outfit hired out entirely from a rental site.
One model, Laura, appeared wearing a green Alexa Chung dress, which costs £45 to rent for four days.
Along with her shoes and accessories, the entire outfit would cost just under £500 for five days.
Host Lisa branded the idea ‘the future of fashion’ and praised its sustainability.
She said: “This time of the year there’s so many events coming up.
“You’re going to buy a dress, wear it once and then put it to the back of the wardrobe.
“Why buy when you can rent?”
Viewers took to Twitter during the segment, with one saying: “£45 for four days!!! I’d just buy a new one.”
Another said: “Who rents their clothes??? Just throwing money away.”
A third slammed the show for not using ‘affordable fashion’, and another fan said: “Who do they think their viewers are?!”
Other watchers of the show were put off simply by the idea of renting shoes.
One said: “To buy someone else's clothes from a charity shop is one thing because you can wash it several times before even attempting to wear it. But to rent shoes…”
Another simply posted ‘renting footwear’ followed by three vomiting emojis.
And one fan suggesting buying dresses from charity shops rather than renting as ‘they are cheap and you can do what you like to them.’
