This store lets you rent designer dresses for a fraction of the cost

In a time of economic and environmental uncertainty, renting your wardrobe has never been so chic, even brides are now renting their wedding dresses for a day rather than spending hundreds or thousands on one gown.

Which is why it probably won't come as a surprise that Selfridges’ has teamed with peer to peer wardrobe rental platform HURR Collective to showcase its first ever permanent rental concession, following the success of their pop up last year.

The Selfridges Rental Collection now includes more than 40 brands and 100 exclusive pieces which can be rented through the Selfridges website for 4, 8, 10 or 20 days. These include dresses by designer brands such as Cecile Bahnsen, Rejina Pyo, Emilia Wickstead and Zimmermann. There is also an area in store where you can try on a small selection of the pieces.

HURR CEO Victoria Prew says it's only a matter of time before sharing a wardrobe becomes the norm: 'As a millennial, I’m of a generation that don’t question shared ownership. First-hand, I've witnessed the rise of disruptive tech-first businesses such as Uber and Airbnb - we rent cars and houses, so why not our wardrobes?'

RENT YOUR WARDROBE NOW

She adds, 'Customers are smarter and savvier than ever before. This has largely been driven by the spotlight on fast fashion and demand for alternative re-commerce models. HURR is the perfect hybrid - providing the need for newness (that the fast fashion model relies upon) in a more affordable, sustainable way.'

And while you might think that customers would only wear a designer dress for a special occasion such as a wedding or a black tie event, Victoria says it's more common to pick a style for your every day life.

'Occasionwear has evolved significantly and most HURR customers rent for “casual occasions” such as birthdays, picnics in the parks, staycations and small gatherings. Gone are the days when renting a dress is just for Ascot.'

With that in mind, you can rent a Jacquemus dress for £53 (RRP £550), a Rejina Pyo dress for £69 (RRP £750) and an Erdem LBD for £85 (RRP £950). That's a pretty impressive saving.

Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.