HURR x SELFRIDGES

 

It’s here. You can now rent designer pieces at Selfridges. It’s the day we’ve been working toward to for months and months and we’re sorry we couldn’t tell you until now, and it’s HERE. We officially brought rental fashion to Selfridges for the first time in the store’s history. And just in time for London Fashion Week, too!

We’re excited for so many reasons. One of which is that we brought back a Roland Mouret piece that was sold exclusively at Selfridges five years ago. And it’s still gorgeous! Because of course it is—just because it’s old season doesn’t mean it should be loved any less. Which is half the point of why we’re here at Selfridges: to show the world that loved clothes last, and that in fact we don’t need as much as we might want.

On Portia: Rejina Pyo dress with Alessandra Rich earrings. Photo: Holly Whittaker

Another reason is that we get to meet more people and talk to them about renting IRL. We will be here, on the third floor, for the next six months sharing our mission and showing people that you don’t need to own the outfit to own the look. In fact, you can absolutely love something without having to actually own it. We also want to give people an in-store way of trying on the pieces, because we understand the concept of renting is entirely new to a lot of people.

REJINA PYO SILVER MINI DRESS

REJINA PYO SILVER MINI DRESS

What’s become clear in the past year is that the climate crisis and the fashion industry’s contribution to a lot of the damage is scary; but it also presents us with opportunities. Especially, an opportunity to think about what we already have, to find beauty in sharing what we already have, and to actually cherish the material pieces we have already created. Changing our mentality about how we consume fashion doesn’t need to be a battle, it can actually be rather fabulous.

MANOUSH BLUE GINGHAM MAXI DRESS

MANOUSH BLUE GINGHAM MAXI DRESS

SHRIMPS ANTONIA BAG

On Portia: Cecilie Bahnsen dress Photo: Holly Whittaker

And what we love about renting prevents waste but also gives more people access to designer brands and pieces. Whether you have a date night, a wedding, a party, or just want to shake up your everyday looks, rather than impulse buying something on the high street, wearing it once, and throwing it away… you can rent a luxury piece for the very same price.

CECILIE BAHNSEN FLORAL PRINT WHITE MINI DRESS

CECILIE BAHNSEN FLORAL PRINT WHITE MINI DRESS

We also find that there’s a kind of magic to the lives of the clothes on HURR. Some have been to the BAFTAs, some have been to Greece and one (you’ll have to ask a member of our team) has even been worn by J.Lo. Clothes have a story to tell beyond their brand name and once you realise the magic in that, well…you can feel it with every piece you wear.

RACIL GOLD BLAZER

RACIL GOLD BLAZER

RACIL GOLD TROUSER

RACIL GOLD TROUSER

On Portia: ROTATE Birger Christensen dress, Alessandra Rich earrings

So, we hope we can convince you to come by our pop-up space in Selfridges and give renting a try if you haven’t already. We have designer pieces like Chanel and Chloe, along with contemporary trend-led items and even a few vintage one-offs we absolutely adore.

ROTATE PUPLE BELTED CHIFFON MIDI DRESS

ROTATE PUPLE BELTED CHIFFON MIDI DRESS

ATOIR PINK CROP TOP

ATOIR PINK CROP TOP

COME FIND US

Womenswear on 3, Selfridges
400 Oxford Street
London W1A 1AB

Monday to Friday
10:00 – 22:00

Saturday
‍09:30 – 21:00

Sunday
11:30 – 18:00*

For more information, see here.

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