M&S has launched its latest collection with online fashion rental platform Hirestreet.
The spring launch is the second drop of M&S product on the site and marks the biggest ever retailer collaboration for the rental service.
The new collection follows the success of the Autumn/Winter offering, where 98% of Hirestreet customers said they would rent M&S clothing again.
In addition, 95% of Hirestreet shoppers said they were impressed with the quality of their M&S products and nearly 90% would look to purchase from M&S in the near future.
The spring collection is made up of 40 new season womenswear pieces from M&S’s in-house brands Autograph and Per Una. All pieces are available to rent from Hirestreet for four days from as little as £10.
The launch will start with 16 looks and new styles will be added throughout the season.
Since launching last year, the M&S team has worked with Hirestreet to test and learn clothing rental behaviours. Although the fashion rental economy is typically associated with formal dressing, 53% of Hirestreet customers rent M&S products for casual social events.
To date, M&S has proved to be the most popular Hirestreet brand for a ‘bundle’, with a quarter of all bundle orders containing an M&S product.
The ‘bundle’ allows customers to select three different outfits for a 30-day rental period for just £50 – in order to mix up how they wear items for any occasion.
“We know customers are increasingly interested in the circular economy and rental which is why we started our exciting partnership with Hirestreet last year,” M&S managing director of clothing and home Richard Price said.
“The feedback so far has been great with Hirestreet users discovering the everyday style & value of our clothing on the platform.
“We’re continuing to test & learn this Spring/Summer with a new collection which is perfect for a range of occasions – including the holidays and special events we know consumers are really looking forward to.”
Hirestreet strategy lead Rosie Hartman added: “We are delighted to continue our partnership with M&S, with the launch of the Spring collection, making this our largest ever retailer collaboration.
“With a reputation for stylish and quality clothing, M&S items have proved popular from the moment they launched on Hirestreet.
“Clothing rental is often associated with special occasions, but the popularity of M&S clothes, many of which are versatile for any occasion, demonstrates how the future of fashion rental is changing – today rental fashion is more than just providing temporary access to designer items.”