“I’ve had a lot of fun wearing these pieces, so I want to share the love with others,” says presenter Laura Whitmore, who has offered up the zig-zag sequin dress she wore to the Fashion Awards last week for the fundraising project. “I love the idea of renting clothes and it’s great that the money raised will go to people who need it the most”.

Rental has become one of the major breakout successes of the fashion industry in recent years, an apparent dream solution to the conundrum of stopping over-consumption while still allowing us to get that dopamine hit of wearing something new. It feels like a win-win.

Like Northwood, Hurr’s founder and CEO Victoria Prew has observed a burst of enthusiasm for going all out with dressing-up this festive season. 

“Christmas Day, New Year’s Eve and office Christmas parties are HURR’s three most popular reasons to rent. As a whole we have seen an 850% increase in searches for party dresses compared to last year,” she says. “I think naturally people are really ready to dress up this year. Sparkles are a festive staple and are consistently extremely popular – we have seen a 434% increase specifically in sequins. Our HURR community leans towards extravagant pieces – the more statement the better, I think.”

If anyone is still apprehensive about hiring rather than buying, then she’s convinced that the chance to wear pieces previously seen on the red carpet could be just the draw that’s needed.

“Celebrity culture naturally works hand in hand with rental because you can see a brand or a certain style of dress on a celebrity, whose fashion taste you admire, and rental gives you the immediate opportunity to try it without the commitment,” Prew observes.