Madonna’s pointy nips are angled for a comeback. This season, Daniel Roseberry embellished blazer jackets with golden boobs at Schiaparelli, while Alan Crocetti turned spiralled cones into jewellery, with Sinead O’Dwyer debuting her own apron-style iteration of the Jean Paul Gaultier classic. And now, the French designer is handing his iconic cone bra over to the general public, as the fashion house ventures into rentals. 

Launching tomorrow (October 27) on the label’s revamped website, 30 garments from Gaultier’s 30,000-piece archive will be available to rent. The idea is to refresh the selection depending on current trends, with many runway looks from the 80s and 90s already finding themselves wildly popular on luxury resell sites, Depop, and TikTok. Alongside its rental service, the house will also run a second-hand marketplace, starting with 50 pieces sourced from private clients and resellers. 

The original satin cone brassiere, as worn by Madge during her 1990 Blonde Ambition tour, sold at auction for $52,000 back in 2012. With rental prices going for significantly less – ranging from €150 for a scarf to €700 for a cage-style evening dress – consider the JPG bounty bust open. The new-look site is meant to resemble a Gaultier concept store, kicking off with a punkish capsule collection, a collaboration with Schott (including customised vintage Perfecto jackets), and a sweep of accessories by Stéphanie D’heygere. 

Back on the runway, though, Glenn Martens is set to make his couture debut under Jean Paul Gaultier in January of next year. See what’s to come of that here.