COSTUME DRAMA: First, it was possible to rent the runway; now television viewers can rent luxury fashion looks straight from the television screen.
The peer-to-peer rental platform Hurr has teamed with Sky on a pioneering new partnership to mark the launch of drama series “War,” which stars Sienna Miller. She plays an international film star who’s involved in a high-profile divorce that plays out in the London courts.
Viewers will have the opportunity to rent the original costumes worn on screen by Miller and other cast members. Brands include Zimmermann, Dior, Chloé and Stella McCartney.
The partners are also launching the War x Hurr Edit, which features a selection of designer tailoring, occasionwear and high-fashion silhouettes inspired by the series’ London setting, and the characters’ thrusting ambition and penchant for power dressing.
Lauren Roberts, CEO of Hurr, said the partnership grew out of Hurr’s “Rent the Look” offering, “where renters can use features like our new ‘Search by Image’ tool to find the pieces behind key style moments.”
She added that with Sky, “We wanted to go one step further and give our community access to the actual onscreen wardrobes for the first time. Bringing fashion and culture together is at the heart of what we do at Hurr, and it’s something we’ll keep building on.”
The move was also sustainable. Screen-worn designer pieces are usually archived after filming, and rarely see the light of day.
Lucy Johnston, marketing director, entertainment and originals at Sky and its streaming service Now, said, “The style of ‘War’ is every bit as compelling as the drama itself, so we’re delighted to be partnering with Hurr to translate that world into a wearable collection.”
She added: “At Sky, we’re always looking for creative ways to extend our stories beyond the screen, and this partnership not only captures the show’s distinctive luxury London aesthetic, but also offers unprecedented access to original pieces from the series’ wardrobe.”
Hurr, which launched in 2018, works with more than 100 retail and fashion brand partners. It does not own any merchandise, but operates peer-to-peer and brand-to-consumer rental platforms. It also has a resale service.
It builds its own technology to facilitate the rental of tens of thousands of fashion items on the site. It also applies its proprietary technology to its partners’ businesses, powering rental platforms for online and physical retailers and brands.