{"id":164549,"date":"2021-04-08T07:48:47","date_gmt":"2021-04-08T07:48:47","guid":{"rendered":"https:\/\/www.theindustry.fashion\/mother-of-pearl-joins-rental-revolution-with-the-full-circle-initiative-in-partnership-with-onloan\/"},"modified":"2021-08-06T12:10:53","modified_gmt":"2021-08-06T12:10:53","slug":"mother-of-pearl-joins-rental-revolution-with-the-full-circle-initiative-in-partnership-with-onloan","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/mother-of-pearl-joins-rental-revolution-with-the-full-circle-initiative-in-partnership-with-onloan\/","title":{"rendered":"Mother of Pearl joins rental revolution with The Full Circle initiative in partnership with Onloan"},"content":{"rendered":"
Mother of Pearl, the trailblazing sustainable fashion brand,<\/strong> has partnered with online fashion rental service Onloan to launch The Full Circle initiative.<\/p>\n <\/p>\n Launching next week, the Full Circle breaks the traditional \"linear\" retail model and takes into account a garment's full lifecycle,<\/strong> encompassing Mother of Pearl's ethical and sustainable supply chain and Onloan's rental and pre-loved garment services.<\/p>\n A key part of the initiative is \"Try Before You Buy\"<\/strong> enabling shoppers to road-test items before committing to purchase. If a customer wishes to keep an item having rented it, they can purchase it with the rental fee deducted.<\/p>\n \u201cThis is super cool because it means we're switching impulse purchase behaviour to\u00a0something that is more considered<\/strong> and slower,\u201d said Onloan creative director Natalie Hasseck.<\/p>\n Mother or Pearl creative director Amy Powney said she wanted customers to be able to wear her label for important life moments but to be able to do so sustainably.<\/p>\n \u201cWe recognise there are life moments that require a great outfit you may never\u00a0have another event for - by renting you are able to enjoy items that signify a\u00a0moment in your life or mood but may not have a place in your forever\u00a0wardrobe.<\/strong> C\/o Onloan these items will then be rented and rented again for others\u00a0to enjoy,\" Powney said.<\/p>\n