H&M Set To Trial Clothing Rentals

H&M, the world’s second largest clothing retailer, has vowed to tackle environmental issues with their recent move into clothing rentals.

The move comes amid increasing concerns about the fashion industry’s negative environmental impact.

Following in the footsteps of its ‘fast fashion’ competitors, Banana Republic and Urban Outfitters – which both launched similar services earlier this year, H&M’s move will be trialed at its Sergels Torg store in Stockholm first.

Offering fashion fans who are members of (or join!) their customer loyalty program the possibility to rent selected party dresses and skirts from their Conscious Exclusive collections.

H&M Set to trial clothing rentals

All rented garments will be made from more sustainable materials, that are recurring collections at the forefront of H&M’s sustainability work.

Head of Sustainability at H&M, Pascal Brun said, “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.

“We look forward to evaluating this as we are dedicated to changing the way fashion is made and consumed today.”

Members will be able to book a time at the rental space where a stylist treats them to a personalised experience. Helping them select some great pieces that they can then rent for a week.

Members can rent up to three pieces at one time. At a cost of around 350 Swedish kronor per piece. 

To further inspire customers to reuse and recycle, the store will also offer repair services with an atelier where customers can get their fashion favourites mended or upgraded.

H&M Set To Trial Clothing Rentals

The newly furbished Sergels Torg store, which opened in November, offers customers a great shopping destination with a curated assortment, a beauty bar and the café-concept It’s Pleat.

The Fashion Catalyst

Vicky Sofield

Vicky began her career writing fashion, lifestyle and music related articles for a diverse range of print and digital media outlets. Shortly thereafter – upon discovering that a vast majority of the fashion industry were being out-shadowed by the commercial conglomerates of the world – Vicky (who equally grew tired of having no creative freedom herself) set out to create her own digital publishing platform that focused on promoting the incredible talents of all creatives within the fashion industry. Which is how The Fashion Catalyst began in 2009.

No Comments Yet

Leave a Reply

For all editorial/advertorial, press/media, collaborations enquiries and/or if you’d like to update us on an event you’re having, please connect with us here.

The Fashion Catalyst fashion news street style celebrity style what's in vogue online shoppingCopyright © 2022 The Fashion Catalyst

The Fashion Catalyst is your no.1 online destination for all fashion related content from around the globe.
Shop, style and be inspired!