Burberry enters rental and resale in My Wardrobe HQ link-up
Burberry has moved into rental and resale in a deal with rental specialist My Wardrobe HQ — the company of which Jane Shepherdson is chair. The news comes on the same day that a VoucherCodes report suggested large numbers of UK consumers are switching on to rental this festive season.
Under the new deal, a range of staple Burberry pieces are available for periods up to two weeks via My Wardrobe HQ’s webstore.
The link-up will also benefit the Smart Works charity that provides high-quality interview clothes and coaching for unemployed women. Some 40% of the rental price will go to the charity.
It’s the first rental and resale offering in the UK for the luxury label with the offer comprising “key Burberry pieces donated by customers, a move that aims to champion a more circular future and help customers consider all options available to them when they’re looking to refresh their wardrobes”.
The curated rental edit launched on My Wardrobe HQ’s website on Wednesday and includes the famous trench coat, as well as pieces in the classic house check and “timeless bags”. They can be rented for four, seven, 10 or 14 days, or bought outright.
The campaign was shot by photographer and recently appointed Chair of the Southbank Centre, Misan Harriman. The imagery was shot in his reportage style and features new British modelling faces “captured in street-style moments in some of his favourite London neighbourhoods”.
Pam Batty, VP of Corporate Responsibility, at Burberry said: “Supporting the principles of a more circular economy is key in achieving our ambition to be Climate Positive by 2040. We are delighted to partner with My Wardrobe HQ to offer our communities a new way to shop sustainably for luxury pieces of the highest quality and craftsmanship, whilst expanding on our existing reuse, repair and recycling initiatives.”
My Wardrobe HQ founder Tina Lake added: “From the first moment that I imagined MWHQ, it was with an ambition to work with Burberry — they are the epitome of heritage, but with a huge pioneering spirit. The campaign imagery was another dream we brought to life — Misan has been a friend to our business and of our sustainable ethos throughout, and the opportunity to bring everything together has created a magic moment for fashion and sustainability.”
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