H&M to trial clothing rental in their flagship store

H&M to trial clothing rental in their flagship store - fashion -

Fashionistas  who missed out popular and a bit pricey  Conscious Exclusive collections now get a second chance to dazzle in their favorite sustainable dresses for less as H&M is set to debut clothing rentals in a Stockholm flagship store.

H&M to trial clothing rental in their flagship store - fashion -

Sergels Torg store in Stockholm will offer fashion fans who are members of  their customer loyalty program the possibility to rent selected party dresses and skirts from our 2012-2019 Conscious Exclusive collections. In addition, the rental space offers a few unique pieces designed with inspiration from this fall’s Conscious Exclusive collection. All made from more sustainable materials, our Conscious Exclusive collections are recurring collections at the forefront of H&M’s sustainability work.

H&M to trial clothing rental in their flagship store - fashion -

“We have looked at clothing rental for quite some time and are so happy to for the first time soon offer fashion fans the possibility to rent some stunning pieces from our Conscious Exclusive collections. We look forward to evaluating this as we are dedicated to change the way fashion is made and consumed today.”

Pascal Brun, Head of Sustainability at H&M

H&M to trial clothing rental in their flagship store - fashion -

Members will be able to book a time at the rental space where a stylist treats them to a personalized experience, helping them select some great pieces they can then rent for a week. Members can rent up to three pieces a time at a cost of around 350 Swedish kronor per piece. H&M loves offering their fans something extra and they also want to encourage customers to look at fashion in a circular way as they aim to lead the change towards the circular fashion industry.

To further inspire customers to reuse and recycle, the store will also offer repair services with an atelier where customers can get their fashion favorites mended or upgraded. The newly furbished Sergels Torg store, which opens the end of November, will offer customers a great shopping destination with a curated assortment, a beauty bar, and the café-concept It’s Pleat.