Sign of the Time Share [Updated]

Alexis Bittar bangles for rent at Avelle.com
Things that are fun to rent: convertible cars, Japanese art flicks about wild Catalan architects, fully staffed Swiss chalets.
An on-loan Harve Leger bandage dress, I’m less sure about… but a giant Chanel shopping tote for a weekend in New York? Well, we can talk about that. And while we’re at it, we’ll talk about Avelle, the web-based, accessories-focused Seattle company that handles the latter’s lease agreements and definitely had a hand in starting the designer-for-rent trend.
[Update: Avelle changed its name to Bag Borrow or Steal in July 2011.]
You could say that the economy is driving the rental movement. This weekend’s New York Times piece about Rent the Runway definitely positions the new DVF-dress-of-the-month, apparel-rental site as a recession thing.
But way back in 2006, when this magazine was just a few months old and money was plentiful and fun and luxury brands were like sports teams, we profiled Mike Smith and his brand new Bag Borrow or Steal — now known more simply as the aforementioned Avelle.
The trend isn’t as new as it seems, and sorry New York Times, but it isn’t just a child of recession.
"Our clients aren’t saving money overall," Smith told me yesterday afternoon when I called to check in on the rental trend. "They’re just accessing more fashion."

Would Coco borrow, bag, or steal?
When you sign up with Avelle, you have access to gem-studded bangles, logo earrings, precision timepieces, Anna Wintour-esque sunglasses, and patent leather clutches. You rent by the month or the week — for special occasions, or just because, for anywhere from $20 to $200 — as much or as little as you need. Or, well, need.
And that’s just the thing. Regardless of the market, designer rentals play to our desire for exclusivity, prestige, and status. Even if we have to drop the status back into its pre-paid mailer come Monday morning.
If the idea seems a little strange to you, first off: I’m there with you. And second, you won’t surprise Smith. As he pointed out to me, Netflix, the cousin of rental handbags, wasn’t revolutionary. Only the delivery method was. We were already renting movies, we just had to opt-in for convenience and never leaving the house. Easy. Sign me up.
But renting fashion is definitely trickier, and he says consumers are still deciding how they feel about sharing status pieces with strangers.

What time is it? Hermes Cape Cod time
Will Avelle get into shipping size 6s to girls who are really a size 8? Will Smith and company figure out whether anyone really wants to rent last season’s Michael Kors jacket? The CEO told me that it’s not next on their list. Shoes and belts would come first, and they may get into consigning apparel before they begin renting it.
What about you? Would you rent a pair of Chanel logo earrings for the ball? A Hermes watch for the meet-the-parents weekend? Tom Ford sunglasses for your Tahoe vacation?
And what about that Leger mini?