Browns x Armarium Pop-Up Launches In London

  A selection of the Armarium gowns now available to rent at Browns' store on South Molton Street.

A selection of the Armarium gowns now available to rent at Browns' store on South Molton Street.

“Sustainability and inclusiveness are two subjects we feel very strongly about,” said Ida Petersson, the women’s buying director at Browns, “And with Armarium we are making a first step toward extending the life cycle of our stock as well as offering the Browns' experience to a wider audience.”  The London-based store has partnered with Armarium, the Carmen-backed luxury fashion rental and styling platform, to host a two-week pop-up, which is currently underway at its South Molton Street boutique.

Officially launched on Monday night, red-carpet stylist and Armarium fashion director Micaela Erlanger joined Browns CEO Holli Rogers, Armarium co-founder Trisha Gregory and a gathering of international clientele including Farfetch’s Stephanie Phair and former fashion editor Carmen Borgonovo, to celebrate the new venture, which, just in time for summer’s social season, features dresses available to rent by the likes of Alexander McQueen, Erdem, Halpern, Christopher Kane, Johanna Ortiz and Alexandre Vauthier, alongside pieces from Browns’ own current collection.

  Armarium co-founder Trisha Gregory.

Armarium co-founder Trisha Gregory.

Speaking to The Times’ Harriet Walker, and echoing Petersson’s words, Trisha Gregory explained Armarium’s new sharing approach to shopping as  “More inclusive, more sustainable” and something that makes sense at a time when people are decluttering their closets, as well as constantly looking for newness. And it is already appealing to a wide audience, with high net worth individuals, fashion editors, street-style stars and celebrity dressers among its clientele, as well as aspirational customers and those simply looking to try something new without committing to a purchase.

  More party-ready looks available to rent from the Browns x Armarium pop-up.

More party-ready looks available to rent from the Browns x Armarium pop-up.

For US-based Armarium, the partnership with Browns enables the company to establish a presence in London and extend its current retail partnerships outside North America. And following the pop-up, some of Browns’ own stock will be featured online at Armarium.com. “We’re looking at this opportunity with Browns as a long-term partnership in creating a new evolution of fashion by extending life cycles for select styles,” said Gregory.

The Armarium pop-up runs until 29th June at Browns, 23-27 South Molton Street, London W1K 5RD.

Related Reading:
Why The Sharing Economy Is Here To Stay
Carmen & C Ventures Lead Armarium Investment