Filippa K lets shoppers 'Lease the Look'

When it comes to sustainability within the supply chain, Swedish fashion brands are leading the way it comes to finding new ways to close the loop within the industry. As H&M launches a new global competition to support innovation and green ideas, Filippa K has introduced a new concept to encourage shoppers to 'lease' fashion rather than buying it straight off the rack.

Named 'Lease the Look', the new concept offer Filippa K customers the opportunity to rent unique runaway items from the brand's new Spring-Summer '16 collection, which was presented in Stockholm last week. Elin Larsson, Filippa K' sustainability manager believes the concept answers a question faced by many retailers at the moment, namely: "How can we help consumers create a more curated wardrobe; a wardrobe that is simple rather than excessive?"

Filippa K encourages shoppers to share and care for their clothes with 'Lease the Look'

To futher support the new initiative, Filippa K has launched a separate platform at http://www.filippa-k.com/leasethelook, where shoppers can lease certain items online from August 26 to the end of September. Pieces such as the crimson leather biker jacket, or ankle-length cotton skirt can be rented and shipped to Sweden, Denmark, Belgium, the Netherlands, Finland and Germany for a 4 day lease period. However, as the lease items are runway items they are only available in a small for women and medium for men.

All items for lease can be rented for the symbolical price for 400 SEK, or 40 euros, which includes shipping, delivery and drycleaning. "Lease the Look" is a continuation of Filippa K core sustainability concepts, which include 'Collect' where customer were encouraged to return old Filippa K garments to local stores in exchange for discount on new items and 'Lease', which allowed customers in Sweden the chance to rent items for special occasion at a discounted price.

Larsson adds that the new concept was developed to encourage shoppers to share and care for their garments whilst "awakening the public interest for alternative ways of consumption." However, Filippa K also benefits from the concept in other ways. "In return for us leasing the looks," said Larsson to the Telegraph, "[it] creates the opportunity for us to receive feedback on the products themselves before they are produced and delivered into stores."