Together, Burberry and MY WARDROBE will support Smart Works, donating 40% of each transaction to the UK charity which provides high quality interview clothes and coaching to unemployed women in need. Burberry has been working with Smart Works since 2013, donating product as part of charity’s service designed to help women be the best version of themselves as they look to re-enter the workforce.
The curated rental edit will be available online via MY WARDROBE HQ’s website from 8 December, allowing customers to shop must-have pieces in a more sustainable and conscious way. Customers can browse through staples from the Burberry wardrobe, from the iconic trench to pieces adorned with the classic House check and timeless bags, which will be available to rent for 4, 7, 10 or 14 day periods- and which can also be purchased outright should the customer fall in love with them.
The campaign photography was shot by acclaimed photographer and recently appointed Chair of the Southbank Centre, Misan Harriman. Harriman’s exquisite imagery shot in his indelible reportage style feature new faces from the British modelling industry, captured in street-style moments in some of his favourite London neighbourhoods.
Pam Batty, VP of Corporate Responsibility, 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.”
Tina Lake, Founder of MY WARDROBE HQ’s says, “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.”
Jane Shepherdson, Chair, MY WARDROBE HQ and Trustee and Patron, Smart Works, comments: '‘Rental is going from strength to strength in the womenswear market, but charities have been hit so hard through COVID as most of our usual channels for fund-raising were closed to us. Being part of both MWHQ and Smart Works makes this a very proud moment.”www.mywardrobehq.com