By Sandra Halliday, Fashion Network
Luxury retailer Browns has linked up with fashion rental-to-styling service Armarium for a two-week pop-up at its South Molton Street, London, store. It’s an interesting move that complements Browns’ full-price offer with Armarium’s more affordable access to leading designer labels.
Browns announced the pop-up saying: “It’s cool to be kind, and kindness is all about sharing. Need a dress for a wedding? A party? A ball with Prince Charming? You don’t need a Fairy Godmother, you need this collab. No magic necessary, simply rent, wear, return and feel really, really smug.”
The offer at Browns includes dresses by Alexandra Vauthier, Calvin Klein 205W39NYC, Versace, Marc Jacobs, Paco Rabanne, Christopher Kane, Loewe, and Dolce & Gabbana, among others.
Running until June 29, Browns said the pop-up will give new life to standout fashion pieces with items that would cost thousands to buy available to rent for £200 to a little over £300.
It will also feature a clutch of stylists, including Michele Erlanger, on-site, helping shoppers pick the best looks for them from the designer mix and also from Armarium’s curated vintage offer.
New York-based Armarium currently has a showroom in its home city as well as offering an online service via its website and app. It was founded by ex- Salvatore Ferragamo PR chief Trisha Gregory.
Gregory said clients will be able to “buy into the dream of a brand” and given that the stylists will also be able to advise on items to buy as well as rent the previous seasons at Browns, it acts as an innovative way to reduce waste and market both the Browns and the Armarium offer. The thinking is that a customer may want to rent a once-in-a-lifetime dress but the bag and shoes she wears with it could find a more permanent place in her wardrobe.
Armarium has pioneered such links with other retailers in the US but the Browns deal is its first in Europe.
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