FashionPass vs Nuuly:Which is more popular?
In September 2026, Nuuly had more branded searches than FashionPass among clothing rental services worldwide. Nuuly had about 450,000 branded searches, while FashionPass had 18,100. Nuuly made up 46.7% of all clothing rental service searches we track, and FashionPass accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about clothing rental services, FashionPass and Nuuly each appeared in three of the five answers. Nuuly was mentioned before FashionPass in three out of five answers.
Who do people search for more?
Nuuly, about 25 searches for every 1 for FashionPass
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Nuuly, named ahead of FashionPass in 3 of 5 answers
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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. Nuuly was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Nuuly was listed before FashionPass in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Rent the Runway1st- Nuuly2nd
FashionPass3rd
Armoire4th
Tulerie5th
By Rotation6th
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
Asked ChatGPT
“Which clothing rental service should I use?”
Asked ChatGPT
“What are the best clothing rental services?”
Asked ChatGPT
“What's the best place to rent a designer dress for a wedding?”
Searched Google, AI Overview
“clothing rental”
Searched Google, AI Overview
“rent clothes”
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 Nuuly more popular in search?
This chart shows how often people search Google for FashionPass and Nuuly 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.
Share of searches by month for Nuuly, FashionPass. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nuuly | Rent the Runway | Tulerie | FashionPass | By Rotation | Armoire | HURR |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.2% | 38.6% | 9.5% | 2.3% | 1.6% | 0.43% | 0.41% |
| Nov 2025 | 45.3% | 37% | 13.5% | 1.8% | 1.5% | 0.42% | 0.39% |
| Dec 2025 | 43.7% | 29.2% | 23.9% | 1.8% | 0.96% | 0.33% | 0.22% |
| Jan 2026 | 49.1% | 40.2% | 6.6% | 2% | 1.3% | 0.46% | 0.38% |
| Feb 2026 | 53% | 35.4% | 7.1% | 2.1% | 1.4% | 0.49% | 0.38% |
| Mar 2026 | 52.2% | 34.9% | 8.6% | 2.1% | 1.4% | 0.49% | 0.36% |
| Apr 2026 | 47.6% | 38.9% | 9.5% | 1.9% | 1.3% | 0.44% | 0.35% |
| May 2026 | 46.1% | 37.7% | 11.3% | 2.3% | 1.9% | 0.44% | 0.41% |
| Jun 2026 | 46% | 37.6% | 11.3% | 2.3% | 1.9% | 0.44% | 0.5% |
| Jul 2026 | 43.7% | 35.8% | 16% | 2.2% | 1.4% | 0.4% | 0.48% |
| Aug 2026 | 46.4% | 38% | 11.3% | 2.3% | 1.2% | 0.35% | 0.41% |
| Sep 2026 | 46.7% | 38.2% | 11.4% | 1.9% | 1% | 0.36% | 0.33% |
How has the FashionPass and Nuuly comparison changed over the last 12 months?
3 findings
- Nuuly was ahead of FashionPass 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, Nuuly’s share of searches among clothing rental services worldwide moved from 47.2% to 46.7%, and its estimated monthly branded searches moved from 368K to 450K.
How did search popularity change for clothing rental services worldwide in September 2026?
1 change
Estimated monthly branded searches for Nuuly worldwide rose 22.3% over 12 measured months, from 368K to 450K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using FashionPass’ and Nuuly’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
Nuuly
1 branded search term
- nuuly
Other head-to-heads among clothing rental services
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