It seems the fashion industry is on a sustainability high nowadays; the latest endeavour coming from H&M this time! H&M announced that they will be launching their first clothing rental service at their newly refurbished store in Stockholm. Select party dresses and skirts from their Conscious Exclusives collection will be available for rent to members of H&M’s loyalty programme. Also available for rent will be a selection of designs from autumn’s Exclusives Collection all made from sustainable materials.
The fashion industry is clearly starting to embrace new models of business that incorporate their sustainability efforts, with resale and rental services being their top choice. Banana Republic, Urban Outfitters, Scotch and Soda, and Ann Taylor Loft have all announced subscription rental services this year.
With the case against fast fashion becoming stronger, it is no wonder that fast fashion retailers are scrambling to come up with solutions to the fashion sustainability issue.
“We have looked at clothing rental for quite some time and are so happy to for the first time offer fashion fans the possibility to rent some stunning pieces from our Conscious Exclusives collections. We look forward to evaluating this as we are dedicated to change the way fashion is made and consumed today.” Pascal Brun, head of sustainability at H&M said in a statement.
Fashion retailers are hoping to teach and train their customers to look at fashion in a circular way, as this is the only way towards a circular fashion industry. We just hope that we here are ready to accept and adopt these efforts despite our culturally-ingrained reluctance towards embracing such fashion sustainability measures. Will these efforts bear fruit? Only time will tell!