Ralph Lauren has launched a subscription clothing rental program with its women's brand Lauren Ralph Lauren, allowing customers to try new styles and shop more sustainably.
The fashion company on Tuesday introduced "The Lauren Look," calling itself the first luxury brand to execute an apparel rental service in a press release. As with Rent the Runway, a pioneer in the fashion rental category, clothing selections are shipped to members so they can rent, try, or buy.
The collection includes 600 Lauren, Lauren Woman, and Lauren Petite pieces for all different occassions, and sizes range from 0 petite to 24W, the New York Post reports.
By paying a $125 monthly membership fee, subscribers can browse the website, put 10 or more pieces in a virtual fashion closet, and highlight their favorite items. Ralph Lauren then sends the member four of their picks — though for $7 more, the company will send the subscriber four specific items with expedited shipping — and when the return is in transit, a new order is able to leave.
"With unlimited monthly box exchanges and free shipping, you can try and wear new looks all month long," the company said.
Items are cleaned between rentals and if a customer wishes to purchase a piece, they can do so at a discount, according to the Post. After items reach their rental cap, Ralph Lauren will donate them to the nonprofit Delivering Good, which helps at-risk families and children.
"The Lauren Look allows us to explore an entirely new model tapping into the growing focus on the sharing economy and revolutionizing how we look at fashion consumption," said Ralph Lauren's Chief Innovation and Branding Officer David Lauren.
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