As the fashion rental market grows and could be especially big in the run-up to this Christmas/New Year, ASOS is going big on expanding its link to the sector.

How big? The online fashion giant is widening its association with Hirestreet to introduce “the biggest retailer-rental collaboration the UK market has seen to date”.

The partners have introduced a subscription service to allow subscribers to rent five items a month for £75 and choose from a selection of 20,000 products, spanning casualwear, occasionwear, outerwear, footwear and accessories.

Items from ASOS and many of its partner brands are available from the subscription service, with key pieces including £250 ASOS Luxe gowns and £170 Columbia puffer coats.

The October drop focuses on party and weekend wear for the upcoming festive season, with ski, work and SS25 collections promised in the future.

The game-raising’s been driven by a surge in interest, with Hirestreet saying casualwear rental in Q1 saw a significant rise in demand for casual items – total items dispatched to customers increased by 200% year-on-year with 40% of items booked being casual pieces.

This latest launch marks “a step forward” in the UK rental subscription market, which has to date lagged behind the US in offering this model, Hirestreet
CEO Isabella West said, adding: “The growth in the UK rental market over the last five years has been significant – we are now in a world where consumers actively consider rental as an alternative to purchasing when it comes to occasionwear. 

“At Hirestreet, we have believed for sometime that subscription fashion would be the next big step forward for the UK rental market. It’s exciting to be working with a brilliant partner like ASOS to be delivering a first of its kind access model for a far greater share of a consumers fashion needs.”