Matthew Neville

Fenwick announces collaboration with Front Row London to offer luxury fashion rental service

British department store Fenwick has announced its collaboration with luxury-on-loan wear brand Front Row London, to launch an exclusive rental service in their Bond Street and Newcastle stores.

The Fenwick and Front Row collaboration seeks to “empower” customers to rent pieces from its line-up of couture occasion pieces and accessories. Fenwick has curated an exclusive edit from Front Row’s extensive rental collection, featuring hundreds of styles, from up-and-coming designers, to well established favourites including Fendi, Gucci and Chanel.

Working as a full lifestyle service in-store, the new rental collaboration offers a hands-on experience, allowing customers to find their “perfect outfit”, with the option to rent pieces for 3 days to 5 days, with an “easy and convenient” return policy.

While in-store customers will have the chance to complete their outfit with Fenwick’s offering of accessories, shoes and even make-up, offering a fully integrated shopping experience, for any special occasion.

Shika Bodani, founder at Front Row London, commented: “We are so excited to partner with Fenwick at their Bond Street flagship and Newcastle locations, allowing customers the option of a sustainable rotating wardrobe for their upcoming occasions.

“Whether you’re looking for that show-stopping gown or a holiday wardrobe, the Fenwick x Front Row collection has got you covered!”

Leo Fenwick, head of brand at Fenwick, added: “Fenwick is launching this rental service with Front Row as part of a global shift to a more circular fashion future. By choosing to rent through Fenwick, customers are helping to extend and enrich the life of the garments, whilst reducing their impact on the planet.

“As a result, they are also adding to the story and memories each piece holds.”

The Fenwick x Front Row exclusive rental collection will be available in the Bond Street store from June 22 and in the Newcastle Fenwick store from June 23.

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