“Encouraging our customer to experiment with garments that are ready to be loved again and express their unique style,” it will be available to customers in H&M’s Regent Street London, flagship store from 5 October.The Swedish fashion retail giant said that “customers can experience fashion with secondhand garments from a range of brands and designers, not limited to the H&M Group, that give them the possibility to play around with personal expression and style, while supporting a more circular fashion industry”. The inclusion of multiple non-H&M brands is a key development and could be one that attracts new customers to the Regent Street store.

H&M’s UK and Ireland country manager Henrik Nordvall said that adding the offer at its London flagship “brings real value to our customers” alongside the existing rental service that’s available there.The H&M Pre-Loved selection includes a curated range of secondhand garments and accessories, with a number of “unique pieces in great condition, hand-picked based on key trends for the current season”.