Brandwave

FashionPass vs HURR:Which is more popular?

In September 2026, FashionPass had more branded searches than HURR among clothing rental services worldwide. FashionPass had about 18,100 branded searches, while HURR had 3,200. FashionPass made up 1.9% of all clothing rental service searches we track, and HURR accounted for 0.33%. When we asked ChatGPT and Google AI Overviews about clothing rental services, FashionPass appeared in three of the five answers and HURR in none.

Among clothing rental services worldwide in September 2026

Who do people search for more?

FashionPass, about 6 searches for every 1 for HURR

FashionPass 18.1K searchesHURR 3.2K searches

Who does AI mention more?

FashionPass, mentioned in 3 of 5 answers, HURR in 0

FashionPass in 3 of 5HURR in 0 of 5

Who does AI recommend more?

FashionPass, the only one of the two named

FashionPass first in 3HURR never named

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Top clothing rental services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, FashionPass was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. HURR did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Rent the Runway1st
  2. Nuuly2nd
  3. FashionPass3rd
  4. Armoire4th
  5. Tulerie5th
  6. By Rotation6th
  7. HURR–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Rent the Runway5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Armoire4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nuuly3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tulerie3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FashionPass3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • By Rotation1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HURR0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about clothing rental services

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 22, 2026.

Is FashionPass or HURR more popular in search?

This chart shows how often people search Google for FashionPass and HURR by name. Each line represents a brand's share of searches for all seven clothing rental services we track, month by month, from English-language searches worldwide.

FashionPass and HURR among clothing rental services worldwide, by month

Share of searches by month for FashionPass, HURR. The figures are in the table below the chart.

View monthly share of searches table
MonthNuulyRent the RunwayTulerieFashionPassBy RotationArmoireHURR
Oct 202547.2%38.6%9.5%2.3%1.6%0.43%0.41%
Nov 202545.3%37%13.5%1.8%1.5%0.42%0.39%
Dec 202543.7%29.2%23.9%1.8%0.96%0.33%0.22%
Jan 202649.1%40.2%6.6%2%1.3%0.46%0.38%
Feb 202653%35.4%7.1%2.1%1.4%0.49%0.38%
Mar 202652.2%34.9%8.6%2.1%1.4%0.49%0.36%
Apr 202647.6%38.9%9.5%1.9%1.3%0.44%0.35%
May 202646.1%37.7%11.3%2.3%1.9%0.44%0.41%
Jun 202646%37.6%11.3%2.3%1.9%0.44%0.5%
Jul 202643.7%35.8%16%2.2%1.4%0.4%0.48%
Aug 202646.4%38%11.3%2.3%1.2%0.35%0.41%
Sep 202646.7%38.2%11.4%1.9%1%0.36%0.33%

How has the FashionPass and HURR comparison changed over the last 12 months?

3 findings
  • FashionPass was ahead of HURR in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, FashionPass’ share of searches among clothing rental services worldwide moved from 2.3% to 1.9%, and its estimated monthly branded searches held steady at 18.1K.
  • Across the 12 months ending September 2026, HURR’s share of searches among clothing rental services worldwide moved from 0.41% to 0.33%, and its estimated monthly branded searches held steady at 3.2K.

How did search popularity change for clothing rental services worldwide in September 2026?

1 change

  1. In September 2026, HURR fell from 6th to 7th among clothing rental services worldwide.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using FashionPass’ and HURR’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

FashionPass

1 branded search term

  • fashionpass

HURR

2 branded search terms

  • hurr collective
  • hurr rental

How the Brand Demand Index is measured

Other head-to-heads among clothing rental services

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