French label Ba&sh allows customers to borrow clothes for free in New York store

French label Ba&sh is allowing customers at its Soho store in New York to borrow clothes for free, as long as they return them after the weekend.

The innovative concept hopes to act as a “dream closet” for customers who want clothes for a special event, but not necessarily afterwards.

The time frame in which customers can borrow clothes will be from 5-7pm on Fridays - and they then have to be returned by 7pm on the following Monday. The announcement comes as part of Ba&sh’s expansion strategy in North America.

Speaking to WWD, global CEO Pierre-Arnaud Grenade, said: “It’s an experiential store, the first one designed to thoughtfully elevate the existing experience to a new level. The store was a natural evolution. Our brand has always been rooted in special relationships.”

Photo credit: Ba&sh