STOCKHOLM - Fashion retailer H&M is launching its first clothing rental service in a trial scheme at a flagship store in the Swedish capital city of Stockholm.

Members of H&M’s loyalty programme will be able to rent selected party dresses and skirts from its 2012-2019 Conscious Exclusives sustainable collections at the newly-refurbished Sergels Torg store.

It is the first time the Swedish fashion giant has dipped its toe into clothing rental which is becoming seen as one way for the industry to reduce its impact on the environment.

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