In August last year, Selfridges launched its new sustainability-focused Project Earth initiative. The launch, which included a range of new pieces from sustainable brands, featured the eye-catching announcement of a permanent space for the fashion rental platform HURR. It was a mainstream crossover moment for HURR and the wider fashion rental industry. The idea underpinning the model is simple: the customer pays a relatively small amount to ‘rent’ a garment for a weekend, holiday, or occasion. It provides a more affordable, accessible, and sustainable alternative to the cycle of buying and disposing of items. Read more at Hypebeast.