North East department store chain Fenwick has launched a new service that gives customers the chance to rent top designer clothes from the likes of Fendi, Gucci and Chanel.
Fenwick has teamed up with luxury-on-loan business Front Row London to launch rental services in its Bond Street London and Newcastle city centre stores, amid moves to bring in a more planet-friendly approach to fashion. The firm says the collaboration will give customers access to top designers and trends straight off the runway, with items available in-store to rent from £42.
Front Row London’s fashions have been rented by women attending exclusive events in the social calendar, including Chelsea Flower Show, Ascot and Henley Regatta, since the firm was first launched in Mayfair in 2016, initially as an invitation only service. Customers looking for outfits for events book appointments at the firm’s London showroom to try on outfits ahead of their rental. The clothes are then delivered on requested start days.
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Front Row has connections with a full A to Z of famous and up-and-coming designers, with clothes and accessories available from the likes of Alexander McQueen, Balenciaga, Chloe, Dior, Dolce & Gabbana, Giles Deacon, Hermes, Jimmy Choo and Vera Wang. The company also has a lenders community, in which members can list their designer clothes to be rented out.
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 book their outfit to rent for either three days or five days before returning it, trying outfits on in advance after booking appointments with Fenwick’s personal shopper service. While in-store, Fenwick bosses hopes customers will also complete their outfits by buying accessories, shoes and make-up.
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 clothes available.
Leo Fenwick, head of brand at Fenwick, added: “Fenwick is launching this rental service with Front Row as part of a global shift to a more circular fashion future. By choosing to rent through Fenwick, customers are helping to extend and enrich the life of the garments, whilst reducing their impact on the planet. As a result, they are also adding to the story and memories each piece holds.”
Shika Bodani, founder at Front Row London, said: “We are so excited to partner with Fenwick at their Bond Street flagship and Newcastle locations, allowing customers the option of a sustainable rotating wardrobe for their upcoming occasions. Whether you’re looking for that show-stopping gown or a holiday wardrobe, the Fenwick x Front Row collection has got you covered.”
The Fenwick x Front Row rental collection will be available in the Bond Street store from today, June 22 and in the Newcastle Fenwick store from tomorrow, Thursday June 23.
The new initiative marks the latest stage of Fenwick’s modernisation programme, following the launch of a website and rationalisation of its UK estate over recent years.
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