Marks and Spencer has made a range of premium priced womenswear pieces available to hire for just £13, as the brand moves towards a more sustainable approach to fashion.
The retailer has launched the new clothing rental trial on the UK's leading rental website Hirestreet, following their founders factory investment in the platforms operator, Zoa Group.
From today, customers will be able to rent dozens of pieces from the M&S clothing ranges, including their elegant Autograph range and dresses from their latest M&S x Ghost collection which just launched this year.
The new sustainable initiative follows their "Shwopping" incentive that launched in stores across Scotland earlier this year, which allowed shoppers to be rewarded in points for donating pre-loved clothes.
The launch of the rental edit comes just ahead of the busy Christmas party season and shoppers will be able to rent out pieces from a collection of more than 40 womenswear pieces that focus on premium fabrics such as leather and silk.
It's also perfect timing for anyone looking to get a party outfit for less, as M&S have said that the collection includes items with a selling point between £69 - £299 and will be available to hire for just £13 for four days.
M&S Chief Operating Officer, Katie Bickerstaffe said: “Clothing rental is a growing market and working with Hirestreet through our Founders Factory joint venture gives us a huge opportunity to learn from the leading start-up in this space, operate in an agile way and better understand what our customers want from rental services.
“As we grow M&S clothing, we want to be more relevant more often and we know customers are increasingly interested in the circular fashion economy.
Our partnership with Hirestreet means we are putting M&S clothing in front of new customers and our first rental edit doesn’t just showcase the style we have on offer, it also highlights the value and quality of clothing that is made to last.”
The new rental edit is part of M&S's commitment to their Plan A project, which will see them aim to become a net zero business by 2040.
It also comes after there has been a growing surge for sustainability within fashion, as consumers are becoming increasingly worried about the effects of 'throwaway fashion.'
M&S have said that their new partnership with Hirestreet's operator Zoa, reflects their commitment to driving change within the industry.
Isabella West, Founder and CEO, Zoa Rental and Hirestreet said: “At Zoa we’re on a mission to transform the future of fashion. M&S is one of the largest clothing retailers in the UK with a reputation for quality and well-made clothes - their move into rental is a hugely positive step forwards for the fashion industry.
“True sustainability does not exist without accessibility. Rental fashion is more than just providing temporary access to designer items, it’s about giving consumers alternatives to traditional consumption and making the best use of the resources we have.
I’m delighted to have M&S and Founders Factory on board as we power the sharing economy of the future.”
The full M&S rental edit is live on Hirestreet now.
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