# Eco Luxury Fashion Rentals Selfridges' Rental Collection Makes Wearing Designer Labels Accessible By Laura McQuarrie | Published 2020-11-23 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/selfridges-rental-collection References: [psfk](https://www.psfk.com/2020/11/selfridges-hurr-rental-luxury.html) & [selfridges](https://www.selfridges.com/US/en/features/project-earth/rent/) The Selfridges Rental Collection helps to make wearing designer labels accessible, as it gives people the chance to borrow purses and gowns for just a fraction of their retail price. For the creation of the rental program, Selfridges teamed up with [clothing sharing platform](https://www.trendhunter.com/trends/rax) Hurr so that people can access dozens of designer labels from Selfridges' archive. As well as being eco-friendly, the service is also greatly flexible, as renters can choose to borrow the pieces for just four days or up to 20. The eco-conscious retail solution appeals to young shoppers who are interested in [shared ownership](https://www.trendhunter.com/trends/coach-and-poshmark), especially since the rental program makes it possible to rent pieces for just a few hundred dollars that would ordinarily cost thousands to buy at retail price. Image Credit: Selfridges ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 82% | Activity: 81% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Luxury Fashion Rentals:** Opportunity for disruptive innovation in the fashion industry by offering access to high-end designer labels through rental services. - **Clothing Sharing Platforms:** Disruptive innovation opportunity in the sharing economy by creating platforms that enable individuals to borrow and rent clothing items. - **Eco-friendly Fashion Solutions:** Opportunity for disruptive innovation in the fashion industry by providing sustainable and environmentally-friendly alternatives to traditional retail. ### Industries Being Reshaped - **Fashion Rental:** Disruptive innovation opportunity within the fashion rental industry by partnering with luxury retailers to offer access to designer labels at a fraction of the retail price. - **Clothing Sharing Platforms:** Disruptive innovation opportunity in the sharing economy by creating online platforms that facilitate the borrowing and lending of clothing items. - **Sustainable Fashion:** Opportunity for disruptive innovation in the fashion industry by developing sustainable and eco-friendly fashion solutions that appeal to environmentally-conscious consumers. ## Related on Trend Hunter - [Accessible Luxury Goods Platforms](https://www.trendhunter.com/trends/zero-collective.md) - [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) - [Fashion Rental Partnerships](https://www.trendhunter.com/trends/lulu-guinness-x-by-rotation.md) - [Repurposed Christmas Gear](https://www.trendhunter.com/trends/lidl-1.md) - [Record-Breaking Rental Pop-Ups](https://www.trendhunter.com/trends/rental-pop-up.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md) - [Sustainable Festival Pop-Ups](https://www.trendhunter.com/trends/barbour-2.md) - [Luxury Recommerce Platforms](https://www.trendhunter.com/trends/hewi.md)