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.
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.
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.