Fashion brands like H&M, Zara, and ASOS have created a world where new trends move almost instantly from runway to store shelves to closets around the world. Prices (and often quality) are so low it's almost like the clothes are meant to be worn just a few times, then tossed.
That's one of the many critiques consumers have about fast fashion. But, millennial and Gen Z shoppers are also wary of the harm fast fashion causes to the environment. So, when H&M announced it's planning to start renting clothing in a bid to keep younger, more socially-conscious customers, we tried to find out how the company plans to pull it off.