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H&M debuts rental service trial in time for Christmas party season


Stockholm store to allow customers to rent selected outfits from retail giant’s Conscious Exclusive sustainable clothing range

H&M has this week dipped its toe into the emerging market for renting clothes, with the launch of a new trial service at one its flagship stores in Stockholm, Sweden.

The Sergels Torg store will offer members of the H&M loyalty card programme the chance to rent selected party dresses and skirts from the company’s 2012-2019 Conscious Exclusive collections.

In addition, the new rental space will offer a few unique pieces designed alongside this autumn’s Conscious Exclusive collection.

The company’s popular Conscious Exclusive collections use only sustainable materials and are designed to be “at the forefront of H&M’s sustainability work”, the company said. 

Pascal Brun, head of sustainability at H&M, said the company had “looked at clothing rental for quite some time” and as such was “happy to for the first time 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,” he added.

The new service will allow customers to book a time at a dedicated rental space where a stylist will then help them select pieces they can then rent for a week. Members will be able to rent up to three pieces a time at a cost of around SEK350 (£28.40) per piece.

In addition, the company said that to “further inspire customers to reuse and recycle” the store will also offer repair services where customers can get their clothes mended or upgraded. 

“We love offering our fans something extra and we also want to encourage our customers to look on fashion in a circular way as we aim to lead the change towards a circular fashion industry,” H&M in a statement.

The move comes as the fashion industry faces growing criticism over its environmental impacts, which are growing rapidly as the trend for so called ‘fast fashion’ continues to grow.

Source: – Business Green