Selfridges have just launched their first fashion rental service, meaning you can shop the likes of Ganni, Jacquemus and Reformation from just £20

Fashion rental services are becoming an increasingly popular way to shop the latest designer fashion trends, while keeping things affordable and more sustainable.

You've probably already heard of the likes of peer-to-peer fashion rental app By Rotation and My Wardrobe HQ (one of the biggest clothing rentals going), so allow us to intro you to a brand new clothing rental service from one of our all-time favourite department stores.

Selfridges is launching its debut fashion rental service in collaboration with Hurr this Friday, meaning you can don some of the best in new-season fashion with prices starting from just £20 and all items available to rent for four, eight, 10 or 20 days. Pieces are all current season and include some of the biggest cult brands of the moment, such as Ganni, Cult Gaia, Off White and Reformation, as well as timeless designers like Prada, Saint Laurent and Bottega Veneta.

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So, how does it work? As per the website:

1. Rent: Select your dream piece to rent for 4, 8, 10 or 20 days and get the look delivered straight to your door.

2. Return: All deliveries, returns and dry-cleaning services are complimentary (using prepaid reusable packaging).

3. Repeat: If you loved your rental experience, rent again for any occasion, with new looks added regularly.

The collaboration is part of HURR Enterprise; an end-to-end solution enabling brands and retailers to launch their own rental service, kicking off with Selfridges Rental and operating using the same technology that powers the award-winning HURR rental platform.

"In a daring move, Selfridges is the first UK department store to take the plunge into the fashion rental market," says HURR founder Victoria Prew. "The collection is built for the next generation of customers whose aspirations exceed their income, yet it is also appealing to customers who can afford to pay full-price but want the convenience of swapping out last season’s fashion for current season".

Here are our favourite pieces to shop from Selfridges Rental in partnership with Hurr, with prices starting from £20 for a 4-day rental (shop the full rental collection at selfridgesrental.com)...