Burberry blazes a trail for circular fashion economy

The UK retail market just got a whole lot more interesting with Burberry’s move into the rental sphere. In good news for shoppers and the environment, the iconic British brand has teamed up with luxury rental and re-sale platform MY WARDROBE HQ to offer a curated edit of must-have pieces via the MWHQ website. 

Burberry fans will be able to rent staples such as the classic trench and pieces adorned with the signature House check for up to 14 days – and even go on to buy them at a fraction of the retail price if they so desire. 

Not only does the tie-up champion a more circular future for fashion but it also benefits Smart Works with 40 percent of each transaction donated to the charity, which provides high quality interview clothes and coaching to unemployed women looking to re-enter the workforce.

To give an idea of the savings to be made, customers can rent a trench with vintage check in cotton gabardine for £170 a week or buy second-hand for £750. In store, it would set you back more than £1600. There’s no shortage of choice either – with trainers, tracksuits, puffer jackets, knitwear, handbags and other accessories up for grabs – either supplied direct by the UK’s biggest luxury brand or some of its VIP clients. Customers can rent items for one, four, seven, ten or 14 days, starting at £22 per day.

Burberry’s entry into the rental sector could pave the way for other luxury brands to follow suit after an initially slow uptake. The move is regarded as a positive one from Burberry, which was criticised for destroying more than £28 million worth of its fashion and cosmetics products in 2018 to guard against counterfeits. Announcing the end of such practices, the company said at the time it would reuse, repair, donate or recycle all unsaleable products in future and urged others in the industry to do the same.

 “Supporting the principles of a more circular economy is key in achieving our ambition to be Climate Positive by 2040,” Pam Batty, Burberry’s VP of Corporate Responsibility, said last week. “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.”

Added MWHQ co-founder Tina Lake: “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.”

In keeping with the luxury ethos of both brands, the campaign was shot by acclaimed photographer and recently appointed Chair of the Southbank Centre, Misan Harriman.

www.mywardrobehq.com

www.burberryplc.com

www.smartworks.org.uk