# Luxury Fashion Loans Browns is Exploring the Sharing Economy with Fashion Rental Service Armarium By Laura McQuarrie | Published 2018-07-03 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/fashion-rental-service References: [thecurrentdaily](https://thecurrentdaily.com/2018/06/21/browns-partners-luxury-rental-service-armarium/) & [armarium](https://www.armarium.com/world-armarium/our-london-pop-up-celebration-with-browns) Browns, a fashion boutique based in London, England, is now partnering with luxury rental service Armarium to give consumers the chance to get high-end fashions on loan for two weeks. For the Browns x Armarium partnership, a pop-up space has been set up in-store at Browns' South Molton Street flagship location. As such, shoppers will be able to access pieces from Armarium's inventory, alongside items from Browns. After the pop-up, consumers will still be able to rent a select number of designer pieces from Browns via Armarium. As well as tapping into the popular [sharing economy movement](https://www.trendhunter.com/trends/rax) and expanding the lifecycle of in-store stock, this partnership fuses the world of [high-end fashion with sustainability](https://www.trendhunter.com/trends/coach-and-poshmark) and convenience, as consumers are easily able to enhance their wardrobe with special in-season pieces only as needed. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 32% | Activity: 71% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Fashion Rental Services:** The partnership between Browns and Armarium highlights the trend of luxury fashion rental services, providing opportunities for disruptive innovation in the sharing economy. - **Pop-up Collaborations:** The Browns x Armarium pop-up space demonstrates the trend of temporary collaborations, opening up possibilities for disruptive innovation through unique retail experiences. - **Sustainable Fashion:** The focus on enhancing wardrobes with in-season pieces only as needed reflects the trend towards sustainable fashion, presenting opportunities for disruptive innovation in the industry. ### Industries Being Reshaped - **Fashion Retail:** The partnership between Browns and Armarium in offering high-end fashion loans highlights potential disruptive innovation opportunities in the fashion retail industry. - **Sharing Economy:** The collaboration between Browns and Armarium taps into the sharing economy, creating potential for disruptive innovation in the industry by expanding the concept of luxury sharing. - **Sustainable Fashion:** The focus on sustainability in the fashion industry, as showcased by the partnership between Browns and Armarium, reveals opportunities for disruptive innovation in the sustainable fashion industry. ## Related on Trend Hunter - [Long-Term Luxury Bag Rentals](https://www.trendhunter.com/trends/rental-program.md) - [P2P Clothing Rental Platforms](https://www.trendhunter.com/trends/sizters-rent-lend-fashion.md) - [Record-Breaking Rental Pop-Ups](https://www.trendhunter.com/trends/rental-pop-up.md) - [Clothing Try-On Services](https://www.trendhunter.com/trends/rixo.md) - [Accessible Luxury Goods Platforms](https://www.trendhunter.com/trends/zero-collective.md) - [Luxury Bridal Rental Platforms](https://www.trendhunter.com/trends/ps-bridal-rental.md) - [Peer-to-Peer Rental Apps](https://www.trendhunter.com/trends/rax.md) - [Sustainable Festival Pop-Ups](https://www.trendhunter.com/trends/barbour-2.md) - [Luxury Recommerce Platforms](https://www.trendhunter.com/trends/hewi.md)