Renting Clothes; a new trend?
- Mia Davies
- Dec 26, 2019
- 1 min read
As previously mentioned I do love H&M as a brand. They're a mix of everything from new and innovating, classic in their routes, but also captivating to their customers through high end brand collaborations, and the constant offers of being a H&M club member.
Something which instantly caught my eye is their new idea of clothing rentals, rolled out in their flagship Stockholm store after an exciting new refurbishment.
"We are really excited to try out rentals for the first time and inspire our customers to look at fashion in a circular way. Our Conscious Exclusive collections are made from sustainably sourced materials, so we feel they are perfect to kick off this trial with"
- Maria Östblom Head of womenswear design H&M
What an amazing idea! With the reasoning being to make a small attempt in reversing the impact from fast fashion, and to therefore help minimise the contribution to climate change which the fashion industry notably has.
The renting option is exclusively for members of H&M’s customer loyalty program, but this is something you can sign up to within minutes. Members shall be able to rent selected skirts and dresses from the Conscious Exclusive collections. This is to "further inspire customers to reuse and recycle". Additionally, the store will also offer a repairing service with an atelier where you can get fashion favourites mended or upgraded - again linking to the 'H&M Take Care' section on the website.
I can completely imagine this idea becoming mainstream towards the mid to late 2020's as it is a perfect idea for recycling and bringing added interest to a brand.
Mia
xo
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