In keeping with the growing movement for shopping sustainably, while also having access to the latest trends, Selfridges has launched its own digital designer fashion rental service, Selfridges Rental.
The online platform is curated by the luxury department store’s expert buying team, who handpick key pieces from the new season womenswear, menswear and accessories collections, all of which are available to rent for a four, eight, ten or 20-day period and for a fraction of the retail price.
From leading designers such as Burberry, Dries van Noten and Simone Rocha, to cult under-the-radar brands, the edit is constantly updated and customers who have registered for an account not only get a first sneak peek at the new arrivals, but also exclusive previews of future collections.
Once customers have selected the piece(s) they’d like to rent, the items are delivered direct to their door and all deliveries, returns and dry-cleaning services are complimentary (using prepaid reusable packaging).
“For Selfridges Rental, the goal is to create an edit of the most desirable items to fit today’s ever-evolving lifestyle,” explains Jeannie Lee, Head of Womenswear Buying.
The online service is a natural progression from Selfridges’ successful in-store pop-up rental offering, which launched last year in collaboration with clothing rental platform Hurr Collective, as part of Project Earth, Selfridges’ five-year sustainability plan. Selfridges Rental is also facilitated through Hurr, using the platform’s technology to ensure it will reach a wide audience.
“Rental offers me exciting interventions that up the ante on an everyday ensemble. There’s no time to get bored of a garment because back it goes like a library book. Renting feels better for everyone,” explains writer Raven Smith who, alongside model Lara Stone and drag queen Bimini Bon-Boulash, has been brought in to celebrate the launch.