This news cannot be true. As a stylist, I always wonder what tool people so long to get on the Fashion rental train. H&M TO TRIAL CLOTHING RENTALS only in Stockholm. Please start it in London. Sometimes working with clients who lie about their real size I always have to run to H& M.
Hello, Fashion fans who missed out on our popular Conscious Exclusive collections now get a second chance to dazzle in their favourite sustainable dresses as H&M is set to debut clothing rentals in a Stockholm flagship store.
The store in Stockholm will offer fashion fans who are members of (or join!) our customer loyalty program the possibility to rent selected party dresses and skirts from our 2012-2019 Conscious Exclusive collections. In addition, the rental space offers a few unique pieces designed with inspiration from this fall’s Conscious Exclusive collection. All made from sustainable materials, our Conscious Exclusive collections are recurring collections at the forefront of H&M’s sustainability work.
“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 change the way fashion is made and consumed today.”
Pascal Brun, Head of Sustainability at H&M
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 they can then rent for a week. Members can rent up to three pieces a time at a cost of around 350 Swedish kronor per piece. We love offering our fans something extra and we also want to encourage our customers to look at fashion in a circular way as we aim to lead the change towards the circular fashion industry.
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 opens end of November, will offer customers a great shopping destination with a curated assortment, a beauty bar and the café-concept Its Pleat.