Selfridges, the London based high-end department store chain has recently announced an added online fashion rental service together with Hurr. Hurr is a digital womenswear marketplace that focuses on more sustainable wardrobe selling options such as renting and purchasing second-hand fashion pieces. Selfridges had previously offered fashion rental services exclusively at select in-store locations, and now has greatly expanded their services thanks to Hurr’s innovative data-driven platform. Through Hurr’s technology, a selection of current luxury womenswear, menswear, and accessories were made available to rent on the Selfridges’ website earlier this month.
Over the years, fashion rental services have steadily become more in demand and more socially promoted and thus approved. Think Louise from St. Louis’s patchwork denim Louis Vuitton handbag from Bag, Borrow, or Steal fashion rental service in Sex and the City: The Movie. Or the other American mainstream fashion rental giant, Rent the Runway, that due to its massive popularity grew from solely ecommerce to brick-and-mortar boutiques in New York City, Chicago, and Washington DC. Or the British cult rental and resale fashion marketplace, Rotaro, that uses its brand platform to promote additional fashion focused environmental issues and solutions like: biodegradable packaging, carbon-neutral delivery, and wet-washing garments between rental customers instead of the more ecologically damaging dry-cleaning.
The lure of fashion rental services has become elevated again more recently, due to the numerous financial and sustainability benefits. Fashion rental services allow the consumer to borrow luxury fashion garments and accessories at a fraction of the retail price. They give customers with a smaller budget, a much larger fashion possibility. Fashion rental services are additionally a great option for the indecisive fashion lovers. They allow customers to test luxury fashion products in their own wardrobes without making the upfront high investment and then possibly facing buyer’s remorse. Rented apparel is more sustainable at its core due to the main principle of the rental system, that strives for the consumer to eventually want to borrow more and buy less. More shared apparel means less fashion items are being produced, hence reducing the air and water pollution that would have been created during manufacturing these said wardrobe articles. And ultimately, less clothes end up in landfills. Furthermore, rented fashion items are available at prices similar to fast fashion merchandise, giving customers a valid sustainable option while reducing fast fashion consumption and not greatly affecting their wallets.
So, returning back to the Selfridges X Huff collaboration; While, the two have joined together on this new endeavour, both continue to offer their clients respectively diverse selections of fashion items available for rent. All the styles made available by Selfridge’s online fashion rental services are curated solely by the Selfridges buying team. “For Selfridges Rental, the goal is to create and edit the most desirable fashion items to fit today’s ever-evolving lifestyle” said Jeannie Lee, Selfridges’ head of the womenswear buying department. And Selfridges definitely succeeded at that. Some of the latest brands that have been made accessible and very rentable recently on http://www.selfridges.com include: Alexander McQueen, Alex Perry, Area, Balenciaga, Balmain, Bottega Veneta, Burberry, By Far, Cecilie Bahnsen, Comme Des Garcons, Cult Gaia, Dries Van Noten, Dundas, Fendi, Homme Plisse Issey Miyake, Jacquemus, Lisa Marie Fernandez, MCM, Missoni, Needle & Thread, Off-White C/O Virgil Abloh, Paco Rabanne, Palm Angels, Prada, Reformation, Rhode, Rick Owens, Rixo, Roop, Rotate Birger Christensen, Saint Laurent, Self-Portrait, Simone Rocha, Sleeper, Stand, Stella McCartney, Stine Goya, Victoria Beckham, 16 Arlington and many more. Additionally, to their vast selection of impressive designers, Selfridges’ online fashion rental allows you to easily decide how long you wish to keep that particular set of rented clothes and or accessories; The choices are: four days, eight days, ten days, or even twenty days, and following that you have the possibility to choose your exact delivery and return dates. The prices increase as the rental period increases, and each fashion item has listed their individual prices.
As Selfridges becomes the first large department store chain in the UK to join the online fashion rental market, we at ThEye believe it is only a matter of time till other both sizable and small-scale fashion retailers follow suit globally.
By Marie-Louise Bloch