Swedish fast-fashion retailer H&M has opened a new flagshipstore in Stockholm, where it trials sustainable initiatives. The most remarkable one is a fashion rental service, but the store also features a repair service and a beauty salon.
Dresses for parties and weddings
Members of the loyalty programme can rent a selection of skirts and dresses (such as party and wedding dresses) from the brand's Conscious Exclusive collections, and book an appointment with a stylist in advance in order to get advice on the clothes they consider renting. Customers can rent up to three items at the same time at 350 Swedish crowns (33 euros) per item.
"We are really excited to try out rentals for the first time and to inspire our customers to look on fashion in a circular way", head of womenswear design Maria Östblom explained. "Our Conscious Exclusive collections are made from sustainably sourced materials, so we feel they are perfect to kick off this trial with."
New business models, such as second-hand clothing, subscriptions and rental services, are becoming increasingly popular in the fashion industry, as shoppers are looking for ways to reduce their ecological footprint. This year alone, Banana Republic, Scotch & Soda and Urban Outfitters launched a clothing rental service.
The renovated H&M store will also offer other services to highlight the chain's commitment to recycling and sustainability. The shop includes a repair shop to repair clothing, as well as an H&M Beauty Bar by Dashl.