Walpole: Tell us about the history of your brand...
Coco Baraer Panazza: My Wardrobe HQ has been leading the way in responsible luxury fashion circularity since its conception. We are now the UK’s leading destination for sustainable fashion consumption. The company has developed the next generation of e-commerce solutions – from rental to resale to subscription – making circular fashion the new go-to for businesses and customers. Our ambition is to make circular consumption as aspiring as buying new for the betterment of our planet and community, driving change at scale for good.
What is your brand best known for?
At My Wardrobe HQ, we proudly stand as the UK’s first fashion rental marketplace, the premier destination for renting and reselling contemporary and luxury fashion. We passionately believe that rental and resale is the solution to the future of fashion and sustainable consumption.
What has been a significant achievement in your company’s timeline?
One of our most significant achievements has been fostering partnerships with esteemed brands. In 2021, My Wardrobe HQ proudly launched as the exclusive rental partner of Harrods, featuring a physical concession space in the Knightsbridge store alongside an online platform. Partnering with such a world renowned department store allowed us to introduce the joy of renting luxury designer clothing to a new, discerning clientele.
Why do you love the brand?
My favourite thing about My Wardrobe HQ is that sustainability is at the core of everything we do. This commitment not only sets us apart from our competitors, but also drives us to continuously innovate in how we educate our customers about responsible fashion. By making sustainability central to the brand, we aim to inspire and empower our community to make more conscious choices and to contribute to a more sustainable future for luxury fashion.
Why does your brand represent the very best in British luxury?
We are honoured to showcase some of the finest British designers across our platform, including Stella McCartney, Burberry and Victoria Beckham, among others. As the exclusive provider of luxury fashion rental and resale, both online and in-store at Harrods, we proudly embody the very best of British luxury in a new era.
What attracted you to becoming a Walpole member?
We were extremely fortunate to partake in Walpole's Brands of Tomorrow programme. It is only natural for us now to take an active part and give back to the membership community.
If you could collaborate with another Walpole member, which one would you choose?
Our vision is to collaborate with powerhouses such as Chanel and Alexander McQueen. Together, we could create a groundbreaking circular program that merges luxury fashion with sustainability. This collaboration would set a new standard in the industry, making it easier for other luxury brands to join our destination and embrace circular consumption.
