UK-based clothing retailer John Lewis has unveiled its first womenswear rental platform with established rental brand HURR, featuring a range of exclusive collections from the high street department store as well as a number of new modern labels.

The John Lewis Fashion Rental platform, which features over 25 brands with rentals starting at £20 and includes Olivia Rubin, O Pioneers, & Other Stories, and Seraphina, strives to promote more environmentally friendly buying.

Along with special partnerships like the upcoming Erica Davies + John Lewis collection, popular John Lewis brands like Whistles and Somerset by Alice Temperley will also be offered.

Customers can explore the collections and select to rent an item for four, eight, ten, or twenty days with the option of next-day delivery. Once things have been selected, they are shipped directly to the provided location and come with a pre-paid shipping label for returns.

When things are returned, HURR will dry clean them (using Oxwash responsible laundry services) and make them available for new rentals.

John Lewis Commercial Director, Kathleen Mitchell, said that their new rental platform exposes fresh and innovative designers to their customers, encouraging them to support a more sustainable way to purchase. This really unique offering, which cannot be found at any other high street retailer, offers a fashionable edit of new brands blended with exclusive products from our own collections.

Mitchell added that supporting creative partnerships can really make a difference and assist in changing consumer behavior because shopping more sustainably shouldn't have to be expensive.

HURR CEO, Victoria Prew, said that they’re happy to announce the launch of John Lewis Fashion Rental, a fully circular model that will attract the next generation of customers. They are eager to work with John Lewis' forward-thinking innovation teams to learn, test, and develop a profitable rental business.