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Serena Bute joins re-commerce movement with My Wardrobe HQ partnership

Lauretta Roberts
14 February 2023

Serena Bute, the London-based womenswear designer, has joined forces with My Wardrobe HQ to offer her signature staples via rental.

Bute who has been designing her namesake brand for 30 years has always worked with the principle of creating fashion that lasts and has been committed to reducing environmental impact throughout the supply chain, such as using Biomass Mark certified wood pulp fabrics or using packaging materials that are 100% recyclable.

Adding rental to the brand's proposition via My Wardrobe HQ "represents an important step towards our collections becoming part of the growing sharing economy," Serena Bute said.

A selection of Serena Bute wardrobe staples is available to rent on the platform from £8 per day and each item also has a purchase price for customers wishing to keep any items.

Bute is renowned for designs, in particular wide-legged trousers, that incorporate the founding principles of ease, comfort, and versatility with the "secret ingredient" underpinning the collections being fabric, such as supple silks, velvets, crisp cottons and innovative eco plant fibre mixes.

Sacha Newall, co-founder of My Wardrobe HQ, said: "Serena Bute is the perfect elevated staple and we love that she has joined our circular revolution. There is no better brand to be part of our subscription offer.

"A subscription to MWHQ offers every day luxury. Our subscribers aren’t thinking about one off wears or events, they are planning their outfits for the next month. Subscription is a great way to introduce beautifully made garments to new customers. If our subscribers can see an item becoming a core part of their wardrobe, they can opt to buy it. Try before you buy is the most sustainable and considered way to shop."

My Wardrobe HQ is one of a number of pioneering rental platforms in the UK. Its platform offers designs to rent from a wide range of brands (sourced from the brands themselves or individual's wardrobes) including Burberry, Beulah, Tommy Hilfiger and more. It also powers rental services on behalf of major brands, including Jigsaw, and has a dedicated rental space within Harrods.

My Wardrobe HQ chair Jane Shepherdson will be speaking at LIVE! Resale, rental & repair: Fashion’s new circular opportunity on 1 March at Shoosmiths, London. The event is free to attend for senior decision makers from fashion brands and retailers looking to get into or are already part of the resale, rental and repair market. Find out more here.

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