- Robyn Turk
H&M has officially joined the clothing rental game. The fast
fashion brand has reopened its Stockholm Sergels Torg flagship after a
major refurbishment, and with it, the pilot of the company’s clothing
Members of H&M’s customer loyalty program can rent selected skirts
and dresses from the brand’s Conscious Exclusive collections when
visiting the Sergels Torg store. The company explained when it first announced its rental service
that customers will be able to book an appointment with a stylist in
order to select pieces they can rent for a week.
Customers can rent up to three items at a time at a cost of 350
Swedish kronor or 37 dollars per piece.
“We are really excited to try out rentals for the first time and
inspire our customers to look at fashion in a circular way,” Maria
Östblom, H&M’s head of womenswear design, explained in a statement.
“Our Conscious Exclusive collections are made from sustainably sourced
materials, so we feel they are perfect to kick off this trial
The Sergels Torg will also offer other services to promote H&M’s
commitment to recycling and sustainability. The store includes an
atelier that features repair services to mend or upgrade garments as
well as an H&M Beauty Bar by Dashl offering hair, nails and makeup
Image: H&M Newsroom