North East department store chain Fenwick has launched a new service which offers customers the chance to rent clothes from designer brands such as Fendi, Gucci and Chanel.
Fenwick has teamed up with luxury lending firm Front Row London to launch rental services at its downtown stores on London’s Bond Street and Newcastle, as part of moves to take an approach to fashion more respectful of the planet. The company says the collaboration will give customers access to the best designers and trends right off the runway, with items available in store to rent from £42.
Front Row London clothing has been praised by women attending exclusive events on the social calendar, including Chelsea Flower Show, Ascot and Henley Regatta, since the company launched in Mayfair in 2016, initially by invitation only. Customers looking for outfits for events make an appointment at the company’s London showroom to try on outfits before renting them. The clothes are then delivered on the requested departure days.
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Front Row has ties to a full range of famous and up-and-coming designers, with clothing and accessories available including Alexander McQueen, Balenciaga, Chloé, Dior, Dolce & Gabbana, Giles Deacon, Hermès, Jimmy Choo and Véra Wang. The company also has a lender community, where members can list their designer clothes for rent.
Fenwick’s partnership with Front Row will involve a similar system, giving customers access to hundreds of styles from the rental collection. Fashion fans in the North East will be able to reserve their outfit to rent for three or five days before returning it, trying on outfits in advance after making an appointment with Fenwick’s personal shopping service. In-store, Fenwick bosses hope customers will also complete their outfits by shopping for accessories, shoes and makeup.
At the Newcastle Fenwick store on June 24, customers can also book in for 30-minute sessions, complete with canapes and prosecco, where the fashion team will guide them through the Front Row clothing available.
Leo Fenwick, Brand Manager at Fenwick, added: “Fenwick is launching this rental service with Front Row as part of a global shift towards a more circular fashion future. By choosing to rent through Fenwick, customers help extend and enrich the life of garments, while reducing their impact on the planet. As a result, they also add to the history and memories that each piece contains.
Shika Bodani, Founder of Front Row London, said: “We are delighted to partner with Fenwick at their flagship stores in Bond Street and Newcastle, offering customers the option of a sustainable rotating wardrobe for their next occasions. . Whether you’re looking for a show-stopping dress or a holiday wardrobe, the Fenwick x Front Row collection has you covered.
The Fenwick x Front Row rental collection will be available in the Bond Street store from today 22nd June and in the Newcastle Fenwick store from tomorrow Thursday 23rd June.
The new initiative marks the latest step in Fenwick’s modernization program, having launched a website and streamlined its UK domain over the past few years.