The Selfridges Rental campaign featuring Lara Stone. Selfridges.
The British department store is expanding a service it first introduced in-store last year in partnership with rental platform HURR Collective.
Selfridges Rental will launch online on May 7, giving shoppers access to a curated selection of new season womenswear, menswear and accessories available to rent for up to 20 days. The edit will include pieces from Jacquemus, Ganni, Off-White and Dries van Noten; prices for a four-day rental will begin at £20 (around $28).
The move comes as lockdown restrictions in the UK ease, with many retail analysts projecting an upsurge in demand for categories such as occasion wear, a core offering for most rental players. Selfridges partnered with HURR to launch in-store rental services last year as a part of Project Earth, its five-year sustainability plan that also included a pre-loved fashion selection, beauty packaging recycling and an in-store product repair concierge.