H&M launches a clothing rental service

H&M takes a step against the anti-waste culture and towards eco-friendly sustainability. On 29 November 2019, in fact, the fast-fashion giant started the first rental clothing service in the Sergels Torg flagship store in Stockholm. Members of the loyalty program can now rent a maximum of three pieces at a time for one week at a price of SEK 350 (€ 32) per item. A stylist will help them choose in a selection of around 50 evening dresses and wedding dresses belonging to the Conscious Exclusive 2012-2019 collections, lines made with sustainable materials, as Maria Östblom, the design director of H&M, points out:

“I am very proud to see that these garments are still up to date. In addition, as they are part of the Conscious exclusive collection, they are made from materials such as organic cotton or recycled ocean waste.”

There is also a space in the store where customers can have their clothes repaired or updated to the latest trends, as happens in the Netherlands where H&M already offers a Take Care service.

It is currently, a three-month test, launched in conjunction with the reopening of the newly renovated Stockholm store which includes a coffee concept and beauty bar, but if it is successful it could be extended to other stores.

“It's a project we're very committed to and we can't wait to see the effects of it" - comments Pascal Brun, director of H&M's sustainability section - "our mission is to change fashion, both in terms of production and consumption habits.”

The Scandinavian retailer, who has always been accused of being a promoter of a waste culture, is increasingly focusing on an eco-friendly strategy. In addition to the new rental service, H&M has recently joined Kering's Fashion pact and declared its intention to zero gas emissions from its production by 2040.