Browns has launched a pop-up with US-based rental and styling platform Armarium at the luxury retailer’s South Molton Street store.
Customers will be able to rent products from Armarium’s inventory, which includes gowns from Dolce & Gabbana, Balmain and Christopher Kane, from this week. Clothing from Browns will also be available to rent via Armarium’s website after the pop-up closes at the end of this month.
Browns CEO Holli Rogers said: “Great styles are seasonless, however the customer chooses to engage with them. Armarium’s bought/borrowed approach speaks to the topic of sustainability and, therefore, as a retailer, we can extend the lifecycle of our products, giving the client access to great pieces, regardless of time, closet or pocketbook limitations.”
Armarium founder Trisha Gregory added: “London is a global leader in shared economies and has a strong appetite for fashion.”
Former Salvatore Ferragamo PR director Gregory founded Armarium with designer Alexandra Lind Rose in 2016. The website and app gives shoppers the chance to rent catwalk pieces and also offers a styling service.