In Pictures: Harrods launches fashion rental service with My Wardrobe HQ

Harrods has announced it is to launch a new fashion rental service in partnership with My Wardrobe HQ, the first of its kind from the department store.

The rental edit is to sit on My Wardrobe HQ’s ecommerce site, as well as a pop-up store at Harrods' Knightsbridge location, allowing Harrods customers the access to shop must-have pieces in a more sustainable and conscious way.

As London prepares to emerge from restrictions on July 19th and re-enters the world of social events and celebrations, the Harrods My Wardrobe HQ partnership will focus on providing a curated edit of event dressing pieces. Spearheaded by Harrods’ Fashion Director Lydia King, Harrods rental will focus on elevated event-wear pieces.

The introduction of My Wardrobe HQ is the latest development in Harrods’ path to a more sustainable future, particularly focusing on services that help customers to lengthen the lifespan of luxury pieces. Alongside rental, Harrods has introduced a wide directory of aftercare and bespoke services, all designed to care and restore luxury items, prolonging their lifespan and promoting circular fashion.

These services include the in-house cobbler on Harrods fifth floor Shoe Heaven, Bespoke Alterations by Harrods where master seamsters tailor pieces to fit perfectly, as well as the introduction of The Restory, innovators in luxury accessory aftercare and restoration services.

TheIndustry.fashion has curated a gallery of the new location:

Lydia King, Fashion Director at Harrods, said: “I’m so pleased to introduce My Wardrobe HQ as our rental partner at Harrods. They have been leading the way in responsible luxury and fashion circularity since their conception, which aligns perfectly to our own sustainability priorities around promoting circular fashion and creating luxury that lasts a lifetime. By bringing together our second-to-none product curation and My Wardrobe HQ’s expert rental structure, we are now able to offer our clients a rotating wardrobe of beautiful pieces. I am so proud to present the edit that we have curated, a collection of dresses that can be effortlessly styled for any occasion.”

Jane Shepherdson, Chair of My Wardrobe HQ commented: "As the number one luxury fashion rental platform, it has been a dream of ours to partner with the world’s number one, most famous department store, and to bring the joy of renting luxury designer clothing to a new customer. Harrods have curated a very special edit perfect for a post lockdown party, wedding or simply a night out with friends."

Sacha Newall, Co-Founder of My Wardrobe HQ, added: "My Wardrobe HQ has always celebrated the fantasy of fashion, no one wants to see a dystopian future where we are all obliged to own only one garment in order to reverse the damage that is being done to the planet. It sounds extreme, but has already been mooted in a government review. Harrods has long been associated with luxury and ‘the place to get everything’. This is the perfect partnership that allows the My Wardrobe HQ tech to combine with the fabulous fashion edit at Harrods to maximise the audience for those items and ensure that they remain in circulation for as long as possible. This is where sustainability and fantasy become one"

Located on Harrods fourth floor in “Contemporary and Denim”, customers can browse the Harrods edit and rent items for either four, seven, 10 or 14 day from £24.00, or, if they love the piece will additionally have the opportunity to purchase it.