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Rent The Runway launches ‘everyday’ fashion rental service

Last week Rent The Runway, the US-based company that pioneered designer dress and accessory rentals, unveiled a new rental service for work and weekend wear called ‘Unlimited.’

For a flat monthly fee of US$139 women can select three items from Rent The Runway’s inventory and keep them for as long as they want, or swap any or all of them out for new selections. The subscription price includes shipping, dry cleaning, and insurance.

The theory behind the new e-commerce model is that spending almost $1700 a year is better value than adding permanent items to your wardrobe which may go out of fashion.

With Unlimited, we are putting the closet in the cloud and allowing women to experience and cycle through thousands of designer looks for their everyday work and weekend wear,” said Rent the Runway CEO, Jennifer Hyman.

“Your closet no longer has to be a graveyard for questionable purchases and bad trends. Unlimited provides the variety and quality that the modern woman’s wardrobe requires, allowing her to have fun with fashion without the commitment of purchase.”

Unlimited caters to women’s everyday wardrobes, offering tops, skirts, dresses, blazers, outerwear, handbags, jewellery, all on constant rotation. Unlimited members can select pieces from over 350 designers including Derek Lam, Giambattista Valli, Jason Wu, Marni, Tory Burch and Theory, with additional designers being added to the service on a regular basis.

If a member loves an item they rented on Unlimited and wants to make it a permanent part of their wardrobe, she has the option to buy the item at a discounted price.

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