Hurr x Deliveroo: Rethinking 'Fast-Fashion'
Hungry for fashion? The circular fashion platform HURR has teamed up with online food delivery service Deliveroo to put sustainable fashion on the menu. But what does this partnership mean for the future of the fashion industry?
HURR X Deliveroo campaign photo featuring a HURR rental dress. Photo by Morgane Maurice Photography. Retrieved via Circulaire Journal. © All rights belong to their respective owners. No copyright infringement intended.
Sustainable fashion just got a whole lot faster as B-Corp-certified circular fashion platform HURR partners with Deliveroo to deliver luxury pre-loved dresses in as little as 20 minutes. Deliveroo users based in Central London can now peruse a mouth-watering ‘menu’ of premium rental dresses, and sought-after accessories. The cuisine includes the likes of Cult Gaia, Nadine Merabi, LoveShackFancy, Coperni, Karen Millen, Nobody’s Child, alongside designs from the brand’s own luxury label.
Launched on the 20th of November, the innovative collaboration offers a sustainable, convenient, and trendy solution for last-minute festive celebrations. So, if you're going to embarrass yourself at the office Christmas party, at least you can do it in style this year!
So how does it work? The process has been designed to accommodate the chaos of the Christmas season. Each garment can be rented for four days and can be easily returned within this allotted time period using the pre-paid return label and bag provided. Don’t have the time to wash the dress? No worries, all rentals are dry-cleaned upon their return to HURR.
The curated collection of high-end fashion pieces offers sizes 4 to 18, which you can browse in increments of two, such as sizes 4 and 6, on the Deliveroo app. If your item arrives and it does not fit or match your aesthetic, you can return all items with the security tag still intact within 24 hours for a full refund, thus making the service very accommodating.
HURR X Deliveroo campaign photo featuring a HURR rental dress. Photo by Morgane Maurice Photography. Retrieved via Country & Town House. © All rights belong to their respective owners. No copyright infringement intended.
New customers can enjoy a 15% discount on the entire ‘menu’. This means you can snap up the Coperni zebra print bag for just £66.14, the Nobody’s Child green velvet shirred Kylie midi dress for £29.16, or even the Cult Gaia feathered Solina dress featured in the PR campaign seen above for £105.22.
HURR founder Victoria Prew commented on the ground-breaking collaboration: “We’re thrilled to be launching on-demand fashion rental in partnership with Deliveroo this festive season. You can select and rent your dresses from HURR to your door faster than ever before, in as little as 20 minutes. Customer experience is at the heart of HURR, and this unique partnership will deliver your last-minute, or planned party wear looks to your door faster than fast fashion itself.”
Deliveroo Chief Operating Officer Eric French also spoke on their venture into the fashion industry: “At Deliveroo, we’re always looking to break new ground and our exciting partnership with HURR is no different. It is an industry first for the rental fashion market and will make high-end fashion even more accessible and bring a new level of luxury and convenience to our customers. This marks our first step into the fashion space, and we’re excited to welcome more partners to Deliveroo Shopping as we continue expanding the variety for our customers.”
But what does this collaboration really mean for the fashion industry? Is it merely a funky gimmick, or does it indicate that real change is being made? With the rental fashion market projected to reach a staggering worth of £2.3 billion by 2029, this collaboration is indeed the result of a major shift in consumer habits. This partnership highlights that consumers are becoming more conscious of the environmental impact of their shopping habits. However, Deliveroo's role in all of this and the promise of delivery within 20 minutes suggests that while many are seeking sustainable alternatives, they are still accustomed to the speed of fast fashion. Consumers desire the convenience, speed, and trend-driven nature of fast fashion but want to avoid its associated ethical concerns. Viewed through this perspective, the collaboration between HURR and Deliveroo presents a sustainable solution to this dilemma. This partnership suggests that a more positive future for the fashion industry may be on the horizon. In this future, fast fashion will no longer be associated with the rapid production of fashionable clothing, but rather with rental options that are available on demand through various services, such as Deliveroo.
In considering potential future partners for Deliveroo in the sustainable, slow fashion space, I believe that online fashion marketplace Depop is the ideal candidate. If Depop were to drop a curated selection of vintage goodies through the Deliveroo app, it would tap into London’s vibrant vintage scene while promoting second-hand shopping as a mainstream activity.
Alternatively, I would like to see a clothes-swapping platform like Closwap partner with the likes of Deliveroo to normalise and promote the use of a sharing economy, particularly within local communities. While such collaboration may be logistically challenging, with the backing of such a large company like Deliveroo it could be made possible. Such a partnership has the potential to revolutionise the fashion industry for the better.
Which fashion industry figures would you like to see partner with Deliveroo to create positive changes to our wardrobes?
