Hurr Collective, UK-based peer-to-peer wardrobe rental platform, has launched a pop-up store at London department store Selfridges. Opened since 10 February, Hurr pop-up is set to run for six-months and featuring es a collection of 200 curated pieces available for customers to rent for between four and eight days at a time. The pop-up’s stock will rotate on a weekly basis and include specially curated edits for London Fashion Week and Valentine’s day, featuring items from luxury brands like Gucci, Mara Hoffman, Ganni and Rixo. Hurr has been designed so that members would securely rent and lend wardrobes through the use of geo-tagging. The pop-up will also act as “a drop-off point for lenders looking to see a return on their investment pieces through the platform”.

The pop up also houses an iMirror by Nobal Technologies, which is claimed to be the world’s most advanced interactive mirror, “allowing customers to combine the online and in-store offerings for an all-inclusive and bespoke experience”.

The collaboration with Selfridges is a big move forward giving the massive amount of visitor traffic, including UK-based shoppers and a large number of affluent international travellers.