Do you have a wedding or other important event coming up? You no longer need to buy a dress. Swedish fashion brand H&M has just opened its new store in Stockholm, Sergels Torg, which already offers a clothing rental service, to "inspire customers to reuse and recycle . " Yes, you read that right. Customers of the brand can now rent the pieces from the Conscious Exclusive collection , which are made with sustainably sourced materials (and which even includes wedding dresses). We couldn't like this initiative more!
"We are very excited to try fashion rental for the first time and inspire our customers to see fashion in a circular fashion," explained Head of Womenswear Design Maria Östblom.
How does the service work? It is much easier than you think. The rental is priced at about € 33 and allows you to borrow up to three items each week that H&M has launched since 2012. Best of all, customers will be able to rent the product at a reduced price after the rental period. Ah! The new store in Stockholm also offers a service to repair and update clothes, and an exclusive space dedicated to beauty (where it will be possible to comb, make-up or get a manicure from 7:30 in the morning). We are serious!
For now, the Stockholm store is the only space in which it is possible to enjoy this plan. It should be noted that the clothing loan service is in a trial period and will be evaluated for three months to study the extension of the initiative to other countries. Now we just have to wait for the chain to decide to implement these measures in the different stores spread around the world.
