Breaking new ground in the luxury fashion landscape, Net-A-Porter takes a bold step into the world of fashion rental, partnering with Hurr and By Rotation. This strategic collaboration introduces a curated rental service featuring 100 exquisite partywear dresses and accessories from top contemporary and luxury brands, including 16Arlington, Clio Peppiatt, Coperni, Mugler, Paco Rabanne, and Simone Rocha. With enticing options starting at just £30, Hurr adds an exclusive one-night-only rental to the mix.
This pioneering move not only marks Net-A-Porter’s debut in the fashion rental sphere but also signifies the first-ever collaboration between the platform and peer-to-peer rental leader By Rotation. Perfectly timed for the festive season, this initiative aligns seamlessly with the growing trend of younger consumers embracing sustainable rental options.
Vikki Kavanagh, Managing Director of Net-A-Porter and Mr. Porter, expresses excitement about this venture, stating, «Our first step into fashion rental brings an exciting opportunity to introduce [our] exceptional curation of partywear to new and broader audiences.»
Renowned for its commitment to circular fashion, Net-A-Porter has previously delved into sustainability initiatives, including the successful launch of a resale platform in 2021 and the introduction of repair services in collaboration with The Seam earlier this year.
While currently in a test phase, this rental pilot is set to not only broaden Net-A-Porter’s customer base and age range but also cater to the preferences of consumers seeking flexibility and sustainability in their fashion choices. Anticipated to conclude in January, fashion enthusiasts eagerly await further developments in Net-A-Porter’s sustainable fashion journey. Explore the future of luxury fashion with Net-A-Porter’s groundbreaking rental collaboration.
