Deliveroo has partnered with fashion rental platform Hurr to offer on-demand designer dress delivery in central London, offering sustainable fashion access for party-goers this festive season.

The collaboration, which represents Deliveroo’s first venture into fashion delivery, enables users to rent luxury fashion items from more than 50 designer brands, including Self-Portrait, 16 Arlington, Nadine Merabi, and Rixo, with delivery possible in as little as 20 minutes.

Hurr, established in 2018, focuses on sustainable fashion by providing access to pre-loved designer clothing through rentals rather than purchases. Previously, Hurr customers could expect next-day delivery for their rentals; the collaboration with Deliveroo drastically shortens this timeframe. Customers will receive a returns label with their delivery, streamlining the rental process.

The partnership builds on Deliveroo’s ongoing diversification through its Deliveroo Shopping service, which has included collaborations with brands such as B&Q and The Perfume Shop.

Victoria Prew, founder of Hurr, noted that speed and sustainability are key to the partnership. “Customer experience is at the heart of Hurr, and this unique partnership will deliver your last-minute or planned party wear looks to your door faster than fast fashion itself,” she said.

The move comes as the fashion rental market continues to grow, with global valuations exceeding £4.8 million. The trend is particularly driven by tech-savvy younger consumers, who have been shown to prioritise cost-effective and environmentally friendly alternatives to fast fashion.

Deliveroo’s chief operating officer, Eric French, described the initiative as an industry first. “This marks our first step into the fashion space, and we’re excited to welcome more partners to Deliveroo Shopping as we continue expanding the variety for our customers,” he said.

The service has been introduced ahead of the festive season, a period of high demand for party attire. While it provides a convenient solution for last-minute dress needs, it also reflects broader changes in how consumers approach fashion. With sustainability gaining importance, rental services are increasingly viewed as a viable alternative to purchasing new clothes.

---