The rising trend labelled the Sharing Economy has, up to now, not really caught the attention of the masses, and yet it has embedded itself into our consumer lives in numerous ways. The trend wraps up all the platforms and ventures that enable the transfer of goods to be shared and exchanged, creating a stark contrast to the hyper consumption trends of the boom years. Fuelled heavily by a sense of austerity from our economic climate, sharing has seemed almost obvious and therefore ventures like ZipCar and LoveFilm, took off quickly. Whilst these are two of the most mainstream examples, in their wake has been a whole host of consumer sharing ventures which are defining this emerging trend. You can share your flat via Airbnb; couture dresses via Rent the Runway, even your own car via WhipCar. They are all driving down the cost of ownership through sharing, and encouraging widespread collaboration.