• Background: Selfridges is partnering with HURR, a clothes-sharing platform, to create a new rental programme: the Selfridges Rental Collection.
• Description:  Through the new Programme, customers sign up for free to access the lending library of exclusive merchandise and dozens of designer labels in Selfridges’ archive, which they can borrow for periods of four, eight, ten or twenty days. HURR then takes care of dry cleaning the pieces, quarantining them for a safe amount of time between one renter and the next. 
• Impact: The rental collection engages younger consumers not only by offering luxury at an accessible price point but also by appealing to their values. The program is part of the department store's Project Earth, which aims to offer sustainable solutions for eco-conscious retail.

Photos courtesy of Selfridges