“I’m so pleased to introduce MY WARDROBE HQ as our rental partner at Harrods. They have been leading the way in responsible luxury and fashion circularity since their conception, which aligns perfectly to our own sustainability priorities around promoting circular fashion and creating luxury that lasts a lifetime."
Lydia King, Fashion Director at Harrods
Harrods is celebrating its entry into the fashion rental market through its partnership with Brand of Tomorrow MY WARDROBE HQ, a fashion rental platform that provides customers with access to some of the most coveted wardrobe must-haves. The highly curated Harrods fashion rental edit will be available online as well as through a bespoke pop-up at the Knightsbridge store, allowing Harrods customers to access to shop must-have pieces in a more sustainable and conscious way.
As London prepares to emerge from restrictions on July 19th and re-enters the world of social events and celebrations, the Harrods MY WARDROBE HQ partnership will focus on providing a curated edit of event dressing pieces. Through the MY WARDROBE HQ rental edit, Harrods customers have the opportunity to access the unseen dresses of lockdown; stand-out pieces that didn’t have the chance to shine in the season past, from magnificent, feathered gowns by Huishan Zang to Rotate’s instantly recognisable and highly sought-after mini dresses. Access to this exceptionally curated edit brings the opportunity for fashion consumers to have fun and experiment with fashion again and express their own individual style through a more conscious and responsible way of shopping.
Fashion consumers have become increasingly aware of more sustainable and conscious ways to access luxury fashion, and luxury rental platforms such as MY WARDROBE HQ have soared in popularity, both for elevated everyday dressing as well as showstopping event styles, which is what Harrods’ tailored collection provides.
Spearheaded by Harrods’ Fashion Director Lydia King, Harrods rental will focus on elevated event-wear unmissable pieces that allow customers to access the wardrobe of their dreams in a more sustainable way. The introduction of MY WARDROBE HQ is the latest development in Harrods’ path to a more sustainable future, particularly focusing on services that help customers to lengthen the lifespan of luxury pieces.
Alongside rental, Harrods has introduced a wide directory of aftercare and bespoke services, all designed to care and restore luxury items, prolonging their lifespan and promoting circular fashion. These services include the in-house cobbler on Harrods fifth floor Shoe Heaven, Bespoke Alterations by Harrods where master seamsters tailor timeless pieces to fit perfectly, as well as the introduction of The Restory, the leading innovators in luxury accessory aftercare and restoration services - and a former Walpole Brand of Tomorrow.
Lydia King, Fashion Director at Harrods, said: “I’m so pleased to introduce MY WARDROBE HQ as our rental partner at Harrods. They have been leading the way in responsible luxury and fashion circularity since their conception, which aligns perfectly to our own sustainability priorities around promoting circular fashion and creating luxury that lasts a lifetime. By bringing together our second-to-none product curation and MY WARDROBE HQ’s expert rental structure, we are now able to offer our clients a rotating wardrobe of beautiful pieces. I am so proud to present the edit that we have curated, a collection of dresses that can be effortlessly styled for any occasion.”
Jane Shepherdson, Chair, MWHQ said: 'As the number one luxury fashion rental platform, it has been a dream of ours to partner with the world’s number one, most famous department store, and to bring the joy of renting luxury designer clothing to a new customer. Harrods have curated a very special edit perfect for a post lockdown party, wedding or simply a night out with friends. We look forward to seeing customers enjoying the most exquisite designer pieces in the most sustainable way'.
Sacha Newall, Co-Founder MWHQ, commented: ‘My Wardrobe HQ has always celebrated the fantasy of fashion, no one wants to see a dystopian future where we are all obliged to own only one garment in order to reverse the damage that is being done to the planet. It sounds extreme, but has already been mooted in a government review. Harrods has long been associated with luxury and ‘the place to get everything’. This is the perfect partnership that allows the My Wardrobe HQ tech to combine with the fabulous fashion edit at Harrods to maximize the audience for those items and ensure that they remain in circulation for as long as possible. This is where sustainability and fantasy become one. ‘
Located on Harrods fourth floor in “Contemporary and Denim” and MY WARDROBE HQ’s own website, customers browse the Harrods edit for the dress of their dreams to rent for 4, 7, 10 or 14 day periods from £24, or, if they love the piece will additionally have the opportunity to purchase pieces, to love and wear forever.
