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Isabella Oliver launches rental maternity wear

Sadiyah Ismailjee
21 January 2020

Isabella Oliver has launched a maternity rental service in the UK as part of its commitment to "go greener".

The premium maternity label aims to increase the life span of maternity fashion and encourage customers to adopt a more sustainable approach when it comes to maternity wear.

Recently there has been in an increase high street retailers tapping into the maternity market, given more choice to the consumer. However maternity wear is often considered as "fast fashion" as many women wear it for a very short space of time – that being 16 weeks into pregnancy until five weeks after giving birth – resulting in plenty of unworn clothes which are often not made use of, or even thrown away.

To address this matter, the brand is now giving customers the option to rent clothing including occasion wear and key wardrobe staples for a time period of two weeks. Customers are also given the choice to the buy the item outright. 

CEO of Isabella Oliver Geoff van Sonsbeeck said: “We are committed to reducing the environmental impact of clothing. Rental is just one of the ways in which we are developing a circular textile economy, eliminating the need for fast fashion and therefore reducing garments going to landfill.”

The program has come in conjunction with Isabella Oliver’s goal to become more sustainable. In November 2019 the brand introduced the "Pre-Loved" programme, in a bid to reduce its environmental impact and aim to promote sustainable fashion. This scheme encourages customers to donate pre-owned maternity clothes to either be recycled, repurposed or re-loved.

Customers are encouraged to send preowned maternity clothes from any brand to the website, which is either sold online, donated to a charity or recycled. Items which are sold from the "Pre-Loved" scheme have 50% of net proceeds donated to a variety of maternal charities.

Founded in 2003, Isabella Oliver has dressed over 1 million pregnant women globally, including a number of high-profile celebrities such as Beyonce, Jessica Alba and Kate Hudson.

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