Last year department store chain Selfridges announced plans to “shake up” its business model as it looked to introduce more sustainable practices.
Now its fashion rental platform, named Selfridges Rental, is live for customers to use.
The service includes pieces curated by Selfridges buying team from new womenswear, menswear, and accessories ranges.
The items are available to rent for four, eight, 10, and 20-day periods.
“For Selfridges Rental, the goal is to create an edit of the most desirable items to fit today’s ever-evolving lifestyle,” said head of womenswear buying, Jeannie Lee.
The department store chain hopes the service will allow customers to try pieces before making a final decision, as well as to get a taste of wearing something outside of their usual price range.
Writer Raven Smith, who modelled some of the pieces, commented: “Rental offers me exciting interventions that up the ante on an everyday ensemble. There’s no time to get bored of a garment because back it goes like a library book. Renting feels better for everyone.”