With lockdown having put our spending habits under a microscope, fashion rental models are seeing increasing popularity.
Selfridges is the latest retailer to get on board, with a scheme in collaboration with peer-to-peer lending service HURR.
The iconic London store first collaborated with HURR in Febraury when it hosted a rental pop-up from the platform.
The Selfridges Rental Collection will feature a carefully curated selection of contemporary and designer pieces.
It will include more than 100 items from over 40 brands, such as Zimmermann, Cecilie Bahnsen and Emilia Wickstead.
Fashion lovers can loan the pieces for 4,8, 10 or 20 days to suit the event they are borrowing for and their budget. All items will be rented at a fraction of their RRP, with prices starting at £30.
The new range is part of Selfridges' Project Earth initiative which aims to put sustainability at the heart of the business.
The idea is to offer environment conscious shoppers with an eye on trends to try out high-end fashion in a flexible and affordable way, rather than having to turn to fast fashion.
HURR CEO Victoria Prew comments “the future of fashion is a rent-buy model. We can now say that for the same price as a high street dress, you can actually have the real thing by renting it”.
Prew adds “In the fight for our future the fashion sector has to be circular but, first and foremost, it has to slow its growth, forecast what shoppers actually want and cut overproduction. The Selfridges Rental Collection, combined with the HURR in-store pop-up, gives the modern day woman what she wants; a combination of both renting and buying”.
Sebastian Manes, Executive Buying and Merchandising Director at Selfridges adds that “alongside our in store and online retail offer, this new service opens a new way for our customers to trial luxury fashion, while also encouraging complete flexibility - maximising opportunity and minimising waste.”
The Selfridges x HURR Rental Collection will be available from Monday, August 17 online at Selfridges, with a limited curated selection available to rent in store.