Browns trials in-store fashion rental service

London-based retailer Browns Fashion has partnered with New York-based Armarium, a company that rents evening gowns and luxury fashion, to trial an in-store rental service.

Rather than discounting end of season collections, Browns is trialing a selection of designer wear that can be rented for occasions.

The draw of renting a catwalk gown or luxury handbag is that you don't need to worry about the spend per wear, dry cleaning and storage. It also allows for customers to have access to the most showstopping items on a runway, pieces that often come with an unaffordable price tag.

“Through this partnership with Armarium, we are excited to explore life beyond markdowns for the beautiful product that our teams have bought season-over-season. Sustainability and inclusiveness are two subjects we feel very strongly about, and with Armarium we are making a first step toward extending the life cycle of our stock as well as offering the Browns experience to a wider audience,” said Ida Petersson, women’s buying director at Browns in a press release.

The Amarium x Browns pop up will run until 29 June and is available at its South Molton Street location.

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Photo credit: Browns, Ronald van der Kemp SS18 floral gown