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Selfridges launches online fashion rental service

Lauretta Roberts
07 May 2021

Selfridges has moved further into the rental space with the new Selfridges Rental service offering shoppers the choice to hire outfits from a range of big name and cult fashion brands, from Bottega Veneta to JACQUEMUS, Prada, KITH and BAPE.

The service is powered by technology from rental platform Hurr Collective, which last year launched a rental pop-up in-store at Selfridges. By taking the service online – with the fashion curated by the Selfridges fashion team – the move brings rental to a wider audience.

Selfridges has enlisted high-profile names such as model Lara Stone, writer Raven Smith and drag queen Bimini Bon-Boulash to head up a campaign to promote the service, which offers rental options of four, eight, 10 and 20 days with prices starting at £20.

“For Selfridges Rental, we’ve created an edit of the most desirable items to fit today’s ever-evolving lifestyle,” said Selfridges Head of Womenswear Buying, Jeannie Lee.

Options for women to rent include a Burberry trench, Balmain blazer, dresses from Self Portrait, Rixo and Rhode, and bags from JACQUEMUS, Prada, Gucci and Saint Laurent. Men can choose from jackets from JACQUEMUS and Gucci, sweat and t-shirts from A Bathing Ape (BAPE) and trousers from Off-White, among other items.

The department store expects the service to be popular as shoppers begin to plan social occasions throughout the summer and look for a sustainable and affordable way to acquire new outfits.

“Now that the world is opening back up, rental fashion is the perfect way to enjoy dressing up and flexing our personal style when we’re getting together with friends and family,” said Selfridges Head of Menswear Buying Jack Cassidy.

Hurr founder Victoria Prew said the service would appeal to customers who could not yet afford to buy luxury fashion and those who could, but want to update their wardrobe with new season trends and key items.

Rental has exploded as a new way of shopping for fashion in the UK with the market having been dominated, thus far, by a raft of start-ups offering a range of different models from peer-to-peer, brand-to-peer and subscription. As well as Hurr Collective, popular sites and apps include Onloan, The Endless Wardrobe, By Rotation and Hire Street (which is also making its technology available to third parties via its Zoa Rental business).

The market is now moving on with brands and retailers looking to set up their own services, often using the technology platforms and logistics of a rental specialist, as is the case with Selfridges.

High street menswear giant Moss Bros has just launched a rental service based on a monthly subscription model in partnership with technology provider CaaStle, which has been dubbed the "Netflix of Fashion". LK Bennett is set to follow suit later in the summer.

According to GlobalData, the UK rental market value is expected to reach £2.3 billion by 2029.

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