Monday 10th February

| BY Paul Toner

You Can Now Rent Your Next Party Frock at Selfridges thanks to HURR

There’s no feeling that compares to the thrill of going to Blockbuster. It was the golden-era of film rental before; a world without Netflix. I remember my nan always taking me during half terms, leaving with a brand new adventure in the palms of my hand only to return it to get a brand new one two weeks later. Although the company seized operations in 2010 (G.B.N.F), renting is the way forward when it comes to plotting a more sustainable fashion future. Selfridges have the right idea.

From today, Hurr collective will stage the UK’s first in-store wardrobe rental pop up inside the department store. Winner of the London Luxury Think Tank Sustainable Startup award, Hurr are spearheading the fashion rental market which is expected to reach $1.96bn in three year’s time. Inside the space, stock will be rotated weekly, with special curations for London Fashion Week and Valentines Day in the pipelines. Renters will be able to rent both ready-to-wear and one-off pieces from the likes of Gucci and Ganni for seven days at a time, meaning you can have a brand new show-stopping look on a weekly basis. It’s about to feel like your birthday 52 weeks of the year.

Hurr’s first in-store rental pop-up is open for six months at Selfridges, 400 Oxford St, Marylebone, London W1A 1AB.