Hurr, By Rotation Join Net-a-porter for Rental Edit – WWD

LONDON Net-a-porter is gearing up for the party season.

The luxury retailer has partnered with rental platforms Hurr and By Rotation on a rental edit launching soon featuring more than 100 partywear pieces across dresses and bags from luxury and contemporary designers, including Nina Ricci, Rebecca Vallance, Saloni, Victoria Beckham and Roksanda.

The items in the edit can be purchased via Net-a-porter’s website and the websites of the two rental platforms until January.

“Our first step into fashion rental brings an exciting opportunity to introduce Net-a-porter’s exceptional curation of partywear to new and broader audiences. The launch of our rental edit is key to enriching the global ambitions of our circular fashion offer,” said Vikki Kavanagh, managing director at Net-a-porter and Mr Porter. 

“We look forward to this strategic collaboration and opening up the rental space to more customers in the future,” she added.

Clio Peppiatt

Net-a-porter wants to trial how successful rental can be on its own platform and to bring in sustainably minded Gen Z and Millennial customers. In 2021, the brand launched a resale service available in six markets, and in 2023, introduce repair services in the U.K.

“Hurr provides technology solutions to fashion companies of all sizes — from global retailers to independent labels and household luxury brands — and crucially, we enable our partners to see real-time peer-to-peer data and insights that can help pave the way for smarter and profitable circular solutions moving forward,” said Victoria Prew, chief executive officer and cofounder of Hurr.

“As a woman of color founder and CEO, my journey with By Rotation has always been driven by a passion for making quality fashion accessible to people of all backgrounds — including socioeconomic,” said Eshita Kabra-Davies, founder and CEO of By Rotation.

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