Swedish fast fashion giant H&M now entering the rental market. Yes, the new concept is that selected bridal dresses, exotic tops, and collection of 50 frocks can now be rented from H&M Stockholm store as part of customer loyalty membership program for 35 Swedish kroner.

“We started our circularity project three years ago. Now we want to explore rental. We believe in rental, for exclusive and occasional pieces. We chose these pieces precisely because these are quite expensive items that were often worn only once,” explained Pascal Brun, H&M’s French-born head of sustainability. 

Members are allowed to rent up three pieces per week. Service comes with personal stylist. Rental items come from sustainable materials and come from H&M’s conscious exclusive collections from 2012 to 2019.