Selfridges launches Hurr fashion rental pop-up
Hurr Collective, the fashion rental app, has launched its first ever physical pop-up in Selfridges as it secures investment from New Look’s founder.
Selfridges today launched its Hurr pop-up, set to run for six-months, featuring a collection of 200 curated pieces available for customers to rent for between four and eight days at a time.
Unlike other fashion rental services such as Rent the Runway, Hurr is a peer-to-peer platform which allows users to both lend and rent clothes from each other rather than retailers.
The pop-up’s stock will rotate on a weekly basis and include specially curated edits for London Fashion Week and Valentines day, featuring items from leading luxury brands like Gucci, Mara Hoffman, Ganni and Rixo.
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A range of interactive workshops will also be hosted by Hurr at Selfridges over the six-months, covering subjects like sustainable fashion and building an online brand.
“Hurr is based on creating accessibility and a route to luxury fashion for a mainstream market,” Hurr’s co-founder Victoria Prew said.
“In recent years, consumer behaviours have shifted towards access based models for houses and cars, with the sharing economy now entering fashion… We are incredibly excited to partner with Selfridges to help us translate the Hurr experience into a physical space.”
This comes amid news that New Look’s founder Tom Singh and chairman of the housebuilding giant Persimmon both invested in the app, set up in 2018 by Prew and Oxford PhD student Matthew Geleta.