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The latest player to enter the rapidly developing fashion rental market is Swedish fast fashion giant H&M, with a deft high street collection of archival evening wear. The high street fashion king unveiled this new rental concept at its latest concept store, H&M Sergels Torg in Stockholm. H&M Rental Service features a selection of some 50 frocks, wedding dresses and exotic evening tops that can be rented for one week by H&M members for 350 Swedish kroner (€35) each, as part of a customer loyalty program. The sizes range from EU 34 to 48, for clothes whose original price point was between 599 kroner (€60) and 3,000 kroner (€300). Members can book times for fittings with in-house personal stylists, allowing them to rent up to three pieces per week. All are made of sustainable materials, and come from H&M's Conscious Exclusive collections from 2012 to 2019. The plan is to test out the concept for three months; after which it may roll out in scores of stores, eventually adding menswear and accessories.