Burberry, the renowned luxury fashion label, has ventured into the rental and resale market through a partnership with rental specialist My Wardrobe HQ, chaired by Jane Shepherdson. This move aligns with the rising trend of UK consumers embracing rental services during the holiday season, according to a report by VoucherCodes. The collaboration allows customers to rent a selection of essential Burberry pieces for up to two weeks through My Wardrobe HQ’s online store. Furthermore, this partnership also supports the charity Smart Works by donating 40% of the rental price.
This offering marks Burberry’s introduction to the rental and resale market in the UK. The collection includes “key Burberry pieces donated by customers,” highlighting the brand’s commitment to a more sustainable and circular future. Customers can choose iconic items like trench coats, classic house check pieces, and timeless bags, and rent them for varying durations or purchase them outright.
To celebrate the launch, a campaign was captured by photographer Misan Harriman, who was recently appointed Chair of the Southbank Centre. The campaign features new British models in street-style moments captured in different London neighborhoods. Burberry’s collaboration with My Wardrobe HQ aims to promote the principles of a circular economy, in line with Burberry’s goal to be Climate Positive by 2040. Pam Batty, Burberry’s VP of Corporate Responsibility, expressed enthusiasm in partnering with My Wardrobe HQ to offer sustainable shopping options that prioritize quality craftsmanship. She also highlighted Burberry’s existing efforts in reusing, repairing, and recycling initiatives.
Tina Lake, the founder of My Wardrobe HQ, is thrilled to work with Burberry, a brand that embodies heritage and a pioneering spirit. The campaign imagery by Misan Harriman represents a fusion of dreams and reinforces the shared values of fashion and sustainability.
This collaboration signifies a crucial step towards embracing circularity in the fashion industry. By offering rental and resale options, Burberry not only extends the lifespan of its products but also enables customers to experience luxury fashion in a more sustainable manner. As rental services gain popularity among UK consumers, this partnership is well-timed and aligns with evolving consumer preferences. The increasing adoption of rental and resale models by fashion brands indicates a future fashion landscape that is more environmentally conscious and diverse.
Useful links:
– My Wardrobe HQ
– Smart Works
