Topshop

Dress me up, Buttercup
Topshop has created Dress Me Up, where you can borrow donated dresses from stars and designers for £40, then the dresses will be auctioned for charity.
Jayson Brundsen dress donated by Dita Von Teese

"The brand's new initiative, Dress Me Up, will allow shoppers to hire dresses owned by stars including Kate Moss, Freida Pinto, Scarlett Johansson, Olivia Palermo, Jourdan Dunn, Erin O'Connor, Naomi Campbell, Sophie Dahl, Nicola Roberts and Dita Von Teese - as well as designers including Richard Nicoll, Zandra Rhodes, Meadham Kirchoff, Clements Ribeiro, Marios Schwab, Danielle Scutt, Jonathan Saunders, Christopher Kane and Emma Cook - for one day only. The dresses will then be auctioned, giving you the chance to own your favourite dress forever with all proceeds from hire fee and the auction going to Topshop's chosen charities Age Concern and Help the Aged." Lauren Milligan.
Read on Vogue.com

Nicola Roberts contributed one of her bespoke Girls Aloud stage costumes.
This is actually fantastic of Topshop. They will allow many high street customers experience of the designer brands without the label. But will it be enough to get them buying into designer? They will experience it for a day for a cheap price tag but won't go back until designer is cheap again, like when Topshop has boutique collections by Kane etc. and H&M create collections designed by Jimmy Choo.
But that's not the point, the collection and initiative is intended to raise money for charity and increase the popularity of Topshop. A great idea, with little cost to the company as the dresses have been donated, but fundamentally a new concept that no other high street brand would be able to make possible.