You can now rent current season pieces directly from Selfridges

Renting dresses online has never been so trendy, literally, because now you can rent the best new season designer pieces for a fraction of the cost of buying them.

Introducing Selfridges Rental, a new rental service curated by the UK’s favourite department store and powered by HURR. It will work in the same way as the platform, letting you search and order your favourite looks to borrow.

Victoria Prew, the founder of HURR, says, 'Selfridges Rental is a game-changer, taking rental to a current-season model. The edit has been expertly curated by their in-house buying team, mixing trend-led pieces with sold-out hero styles. It really looks too good to be true!'

The collection includes current season pieces by labels such as Missoni, Simone Rocha, Stella McCartney, Cecile Bahnsen, Bottega Veneta and GANNI to name but a few.

It's the perfect solution for customers who want the designer lifestyle without the price tag, or those who simply fancy a change on a regular basis, without the waste.

The move is part of the newly launched HURR Enterprise, an end-to-end solution enabling brands and retailers to launch their own rental service.

Further brands are expected to follow suit, with HURR Enterprise already in talks with a number of major mid-luxury brands.

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, 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.