Pureplay fashion brand Asos has launched its “first-ever rental edit” in partnership with rental marketplace Hirestreet.

Launching today (May 23), the collection features 180 styles that Asos said “focused on women’s occasionwear dressing”.

The styles are selected from Asos’ homegrown brands Asos Design, Edition and Luxe. The edit features “wedding outfits, bridal looks and bridesmaid dresses”.

Individual items can be hired for a four-, 10- or 30-day period, with prices starting from £20. Asos customers are also able to take advantage of Hirestreet’s two-for-£35 offer.

Hirestreet chief executive Isabella West said: “In the UK in 2023, the average cost of attending a friend’s wedding is over £500. That’s why “wedding guest” is our most popular occasion category at this time of the year.

“We’ve loved working with the team at Asos to curate this collection and we strongly believe this will be our most popular brand collaboration to date.”

Corporate transformation director at Asos Jag Weatherley said: “Our customers love our wedding and occasionwear ranges designed for special events. We’re delighted our new partnership with Hirestreet enables even more people to enjoy Asos’ unique fashion-led styles.

“Clothing rental is a growing market offering exciting commercial potential while supporting our goal to be more circular.”

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