H&M is launching its first clothing rental service at its newly remodeled Sergels Torg store in Stockholm, Sweden. H&M is the latest fashion brand to try out the concept of clothing rental. In August, Bloomingdale’s announced the launch of its My List clothing rental service.
Subscribers to the H&M’s loyalty program will be able to rent carefully selected dresses and skirts from its 2012-2019 Conscious Exclusives collection – the sustainable section of the Swedish fast-fashion giant. The rental space will also provide a selection of unique pieces designed with inspiration drawn from this Autumn’s Conscious Exclusive collection, all created and processed from more sustainable materials.
Members of the program will be able to rent as many as three pieces at a time, for the duration of one week, for an approximate price of 350 Swedish kronor (€32, $36) per item. Members can try the clothes on at the in-store rental space, which shoppers can book in advance and an in-house stylist will be on hand to help the shoppers with making selections.
Innovative fashion business models have been popping up in the fashion industry while others like resale and rental services are becoming more popular as shoppers welcome the apportioned economy and look for ways to reduce their environmental footprint while embracing sustainability. Just this year, Banana Republic, Urban Outfitters, Scotch and Soda and Ann Taylor Loft have announced the launch of their subscription rental services.
“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,” said Pascal Brun, Head of Sustainability at H&M. “We look forward to evaluating this as we are dedicated to change the way fashion is made and consumed today.”
The move is a step towards a much larger plan to modify the Sergels Torg store, which will be relaunching in November following a refurbishment that will see it updated with a beauty bar, the café-concept It’s Pleat, and an atelier where customers can have their clothes mended or upgraded.
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