Selfridges is launching its first ever luxury rental collection allowing customers to “access high fashion at fast fashion prices”.
The historic department store is partnering with Hurr, a “wardrobe sharing platform” which allows women to both lend and rent their clothes, to launch the new collection.
The Selfridges Rental Collection will feature 100 curated items from 40 of the stores most iconic brands including Cecile, Emilia Wickstead and Zimmerman.
Customers can rent items for four, eight, 10 or 20 days across both Selfridges physical and online stores.
“Renting allows customers to access high fashion at fast fashion prices,” Hurr chief executive Victoria Prew said.
“Our goal is to slow down fast fashion and remove the need to buy wear-it-once items.
“The rental collection is the perfect hybrid, providing the need for newness—that the fast fashion model relies upon—in a more affordable, sustainable way.”
Selfridges’ executive buying and merchandising director Sebastian Manes added: “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.”
This marks the most significant investment into the increasingly lucrative fashion rental market for Selfridges to date, after dipping its toe in the water and launching a Hurr pop-up in February.