LONDON – Harrods is entering into the rental sport, making area for My Wardrobe HQ, the high-end round style platform each in-store and on-line.
MWHQ will open a pop-up on the Knightsbridge retailer on Thursday, July 8, and can provide the Harrods edit on MWHQ.com.
Harrods stated the pop-up will inventory a “highly-curated” edit of formal and occasion items as individuals return to socializing after three nationwide lockdowns right here. MWHQ stated prospects ought to put together to lease “the unseen dresses of lockdown; stand-out pieces that didn’t have the chance to shine in the past season.”
Customers will have the ability to lease a wide range of seems starting from feathered robes by Huishan Zang to Rotate’s colourful, sculptural mini attire, and have the ability to experiment, realizing that, like Cinderella, they’ll want return the products after a set time period – particularly after 4, 7, 10 or 14 days.
The pop-up will probably be situated on Harrods fourth flooring and on MWHQ’s personal web site. Customers even have the choice to buy the items.
The venture was spearheaded by Harrods’ style director Lydia King, and is a part of a sequence of sustainability efforts on the retailer.
Alongside rental, Harrods has additionally launched aftercare and bespoke companies designed to delay the lives of luxurious objects. Harrods affords a bespoke alterations service, an in-house cobbler at Shoe Heaven on the fifth flooring, and in addition homes The Restory, which focuses on cleansing and repairing equipment.
King stated the shop selected to work with MWHQ as a result of it has been “leading the way in responsible luxury and fashion circularity.” She stated their method aligns with Harrods’ “own sustainability priorities around promoting circular fashion and creating luxury that lasts a lifetime. I am so proud to present the edit that we have curated, a collection of dresses that can be effortlessly styled for any occasion.”
King additionally famous that over the previous 18 months, “there have been many spectacular collections and stand-out pieces that haven’t had the chance to be seen or celebrated, so offering these pieces to our customers to rent for their next event is a way of giving these products a new life. Our fashion customers have more weddings, birthdays and other celebrations than ever before, and the joy of event dressing is back.”
Sacha Newall, co-founder MWHQ, stated marrying My Wardrobe HQ’s tech to the style edit at Harrods will “maximize the audience for those items and ensure that they remain in circulation for as long as possible. This is where sustainability and fantasy become one.”
Asked why the location partnered with Harrods particularly, she stated the shop “has recognized that the status quo is changing. This partnership is a natural progression as the focus on sustainability in fashion sharpens.”
Jane Shepherdson, MWHQ’s chair, stated the brand new partnership implies that MWHQ “can engage with, and bring the joy of rental to a huge new customer base. We hope that the Harrods customer will enjoy the flexibility and sustainability of rental alongside their current purchasing options.”
MWHQ bought a publicity enhance final month after Carrie Symonds, Prime Minister Boris Johnson’s spouse, wore a sequence of rented outfits and equipment to the G7 summit in Cornwall, England.
Circular style is changing into more and more frequent in London retail, with Selfridges providing an in-house rental service, and promoting “pre-loved” objects as a part of its wider Project Earth initiative. Last September, the shop hosted an Oxfam second-hand clothes store in its prime, second-floor pop-up area, which proved a success.
Meanwhile, MWHQ popped up at Liberty final yr, and has additionally opened a brief store promoting clothes at Bicester Village in Oxfordshire, England. The clothes on the Bicester retailer comes from the wardrobes of their personal distributors, together with designers, celebrities and influencers, and is a mixture of new and previous seasons.