Renowned luxury fashion brand Burberry has teamed up with My Wardrobe HQ to make a foray into the rental and resale market. This strategic collaboration marks Burberry’s first venture into the rental and resale sector in the UK. The partnership involves offering a curated selection of staple Burberry pieces for rental on My Wardrobe HQ’s webstore, with rental periods extending up to two weeks. What’s noteworthy about this collaboration is that 40% of the rental price will be donated to Smart Works, a charity that provides interview clothing and coaching for unemployed women.

The aim of Burberry’s rental and resale offering is to promote a more circular fashion ecosystem and encourage customers to explore different options when refreshing their wardrobes. The curated rental edit, which is now available on My Wardrobe HQ’s website, features iconic Burberry items such as their signature trench coat, classic house check patterns, and timeless bags. Customers can choose to rent these items for varying durations of four, seven, 10, or 14 days, or they can opt to purchase them outright.

The campaign imagery for this collaboration was shot by Misan Harriman, a renowned photographer and the recently appointed Chair of the Southbank Centre. Harriman’s reportage style of photography captures new British modeling faces in street-style moments, set against the backdrop of his favorite London neighborhoods. This visually appealing campaign adds depth to the partnership and resonates with the target audience.

Pam Batty, VP of Corporate Responsibility at Burberry, emphasizes the brand’s commitment to a more circular economy and their goal of becoming Climate Positive by 2040. Batty expresses delight in partnering with My Wardrobe HQ as it enables communities to shop for luxury fashion pieces sustainably, supporting the brand’s existing initiatives in reuse, repair, and recycling.

Tina Lake, the Founder of My Wardrobe HQ, expresses her long-standing ambition to work with Burberry, acknowledging the brand’s heritage combined with a pioneering spirit. The campaign imagery, brought to life by Harriman, perfectly aligns with My Wardrobe HQ’s sustainable ethos and creates a significant moment for the fashion industry and sustainability.

By entering the rental and resale market, Burberry is solidifying its commitment to sustainability and circular fashion practices. This partnership not only offers customers more eco-conscious shopping options but also supports a charitable cause. As the demand for rental fashion continues to rise in the UK, this collaboration positions Burberry at the forefront of the industry’s shift towards more sustainable and inclusive practices.

To learn more about Burberry’s rental and resale offering, visit their official website here. To explore the curated selection available on My Wardrobe HQ, visit their webstore here.