H&M has reopened its flagship Regent Street store today (24 November), offering a world-leading interior look and feel, as well as a host of new circular and customer services, including H&M Rental, Beauty Bar, indoor LED screens with Europe's Generative artworks and an elevated fashion experience celebrating style. H&M Rental offers female and male customers the option to rent clothes, shoes, bags, and accessories selected from special H&M collections and archive pieces in assorted sizes. Customers can rent items for a maximum of seven days, allowing customers to experiment with their style in an affordable way. Customers can view the assortment on the H&M app, but the exact offer will only be available in its Regent Street store. To use H&M Rental, customers must first become H&M Members.

“We are very excited to be launching H&M Rental in the UK,” says H&M Brand Sustainability Manager Pascal Brun. “H&M Rental is a part of our circular service which enables customers to explore new styles and expressions without buying the garment. Own the style, not the garment.”