H&M is launching a clothing rental service enabling shoppers to hire selected party dresses and skirts from its sustainable range.
Items from its Conscious Exclusive collections, which have been released annually for 10 years and feature “premium” pieces made from sustainable materials, will be available for H&M’s loyalty members to rent.
The rental pilot will take place at H&M’s newly newly refurbished Sergels Torg store in Stockholm, Sweden.
Customers can book a time at the rental space where a stylist will select personalised pieces that they can rent for a week.
Customers can rent up to three pieces at once, each costing 350SEK (£28).
“We have looked at clothing rental for quite some time and are so happy to for the first time soon offer fashion fans the possibility to rent some stunning pieces from our Conscious Exclusive collections,” H&M’s head of sustainability Pascal Brun said.
“We look forward to evaluating this as we are dedicated to change the way fashion is made and consumed today.”
The store will open at the end of November and will include a repair service in a bid to further encourage “circular fashion”.
Earlier this month H&M announced plans to ramp up its investment in fashion resale platform Sellpy, amid a major effort to increase sustainability in its supply chain.
Fast fashion companies have long been criticised for the wasteful nature of their supply chains, but now rental and resale schemes are fast being adopted by major brands including Banana Republic, Bloomingdales and Urban Outfitters.