Here’s what you need to know.
Swedish high street giant H&M is trialing a new clothing rental service that could change the way we shop at the fast fashion chain.
According to the Business of Fashion, the company has launched the first test in its flagship store in Stockholm. It will run the program for three months, before deciding if it will introduce the service to other markets moving forward. The service costs roughly CAD$50 a week and customers have access to a collection of 50 pieces.
The head of business development for the company, Daniel Claesson, told BoF, “We have a huge belief in rental, but we still want to test and learn quite a lot and do tweaks and changes.” It is reported that H&M is also testing out a clothing repair service at the store to help further extend the life of its clothing.
The announcement sees the fashion brand follow in the footsteps of Banana Republic and Ganni, both of whom announced the launch of clothing rental services earlier this year. At present, the clothing rental market is a one billion dollar industry and provides consumers with a more environmentally-friendly way of shopping and wearing the latest trends.
This isn’t the first time the company has made inroads to being more eco-friendly – back in September, it announced that it would stop sourcing its leather from Brazil in the wake of the catastrophic Amazon wildfires. Plus, its conscious collection uses a range of recycled materials, like brass and zinc, as well as Tencel x Refibra, “a branded lyocell fibre partly made from cotton waste.” The latter was used for the first time in the FW19 collection.
Last week, H&M also announced that it has teamed up with Colombian designer Johanna Ortiz for its next designer collaboration. The collection will launch a pre-drop this week of four limited-edition dresses, ahead of an expanded offering including separates and swimwear in March 2020.