H&M will be launching a new store concept of clothing rentals.
Starting from the end of this month, the Swedish clothing giant will offer customers the opportunity to access favorite pieces of past collections at its flagship Sergels Torg store in Stockholm.
Initially, fashion fans who are members of (or join!) its customer loyalty program will be able to rent up to three pieces of selected party dresses and skirts from its 2012-2019 Conscious Exclusive collections at a cost of around 350 Swedish kronor per piece. In addition, they will also be able to book a stylist who will offer them a personalized experience of selecting great pieces that they can then rent.
'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,'
said Pascal Brun, Head of Sustainability at H&M.
To further encourage customers to re-use and recycle, the store will offer repair services with an atelier where customers can get their fashion favorites mended or upgraded.
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