Selfridges to launch Rental Online

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The Selfridges Rental Campaign with Lara Stone. Selfridges.

The British department store is expanding a service it first introduced to the store last year in collaboration with rental platform HURR Collective.

Selfridges Rental launches online on May 7th and gives shoppers access to a curated selection of women’s clothing, menswear and accessories for the new season available for rent for up to 20 days. The montage includes pieces by Jacquemus, Ganni, Off-White and Dries van Noten; prices for a four-day rental start at £ 20 (about $ 28).

The move comes as lockdown restrictions in the UK, with many retail analysts predicting an increase in demand for categories such as occasion wear, a core offering for most rental players. Selfridges partnered with HURR last year to launch in-store rental services as part of Project Earth, the five-year sustainability plan that also included a much-loved fashion selection, beauty packaging recycling and a concierge for in-store product repair.