Premium maternity brand Isabella Oliver has launched a new rental programme as part of its mission to increase the longevity of maternity clothing and become more circular.

On average, maternity clothing is worn from 16 weeks into pregnancy until five weeks after giving birth. Subsequently, due to its short lifespan, maternitywear often becomes ‘throwaway fashion’.

The new service will therefore cater to the growing number of pregnant women who only want to purchase a few key items and rent the rest.

The rental programme aims to radically change the maternity sector; encouraging customers to ‘go greener’ and eliminate the effects of fast fashion.

 

 

Isabella Oliver offers customers the option to rent clothing for a period of two weeks before returning free of charge. This includes partywear and key pregnancy essentials. Customers also have the option to buy the product outright.

The rental programme is part of the maternity brand’s Recommerce initiative; seeking more sustainable processes and ultimately prolonging the lifecycle of pre-owned garments.

Commenting on the brand’s commitment to reducing the environmental impact of clothing is co-founder and CEO, Geoff van Sonsbeeck. “Rental is just one of the ways in which we are developing a circular textile economy, eliminating the need for fast fashion and therefore reducing garments going to landfill. We want our customers to rethink the way they shop by renting clothes and reducing waste.”

 

 

The rental programme launches after the success of Isabella Oliver’s pre-loved clothing donation scheme. Said scheme champions second-hand clothing by encouraging former customers to donate their pre-owned maternitywear for repurpose, recycle or reuse.

For further information on the rental programme, which is currently only available in the UK, please click here. For Isabella Oliver wholesale enquiries please contact wholesale@thebaukjengroup.com.