Fashion chain H&M is encouraging fashionistas to consider the environment this festive season by offering its customers – who are members of its customer loyalty programme – the possibility to rent selected party dresses and skirts from its 2012-2019 Conscious Exclusive collections.
In addition, the rental space at the Stockholm Sergels Torg store – where the service is being trialled – offers a few unique pieces designed with inspiration from this season’s Conscious Exclusive collection. All made from more sustainable materials, the Conscious Exclusive collections are recurring collections at the forefront of H&M’s sustainability work.
Members of the loyalty programme are able to book a time at the rental space where a stylist treats them to a personalised experience, helping them select 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. The company stated: “We love offering our fans something extra and we also want to encourage our customers to look on fashion in a circular way as we aim to lead the change towards a 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 favourites mended or upgraded.