Harrods, the iconic British department store, has become the latest shop to offer a garment rental service. The firm has partnered with rental platform My Wardrobe HQ to provide consumers with the option to rent clothing both online and at a special pop-up at Harrods' Knightsbridge shop. Customers will be able to rent items for 4, 7, 10, or 14 days.
As shoppers prepare to return to in-person social gatherings following a year of on-and-off lockdowns, Harrods said the pop-up will carry a "well-selected" collection of formal and event pieces.
It comes before England's much-anticipated 'Freedom Day' on July 19th, when nearly all remaining Covid restrictions will be abolished, including for major occasions such as weddings.
Harrods has undertaken a variety of environmental initiatives as it investigates new circular business models. Last year, the firm established a relationship with The Restory, a London-based after-care service, to provide repairs to its clients.
Harrods' fashion director Lydia King said that the relationship will breathe fresh life into amazing collections and stand-out pieces that haven't had the chance to be seen or appreciated during the epidemic.
King added that she is so proud to share the edit that they have put together, a selection of gowns that can be worn in a variety of ways for every occasion. Their fashion clients have more weddings, birthdays, and other events than ever before, and event dressing is once again a joy.
MWHQ co-founder Sacha Newall said that the collaboration would maximize the audience for those products and guarantee that they remain in circulation for as long as possible. This is where the two worlds of sustainability and fantasy collide.
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