Subscription-based clothing rental services are on the rise. And as the business model Rent the Runway pioneered becomes more popular, the company is pushing new creative initiatives to grow and appeal to its customers. (And it certainly has the capital to do so.) Because it caters to many different women with many different styles, Rent the Runway has called on style influencers to create exclusive collections available only on its site, through its popular subscription services: Unlimited, Update and Reserve.
The first of what RtR is calling its "tastemaker" lines is in partnership with celebrity stylist Jamie Mizrahi, who's behind the red-carpet looks of women like Katy Perry, Nicole Richie and Riley Keough. Called Sweet Baby Jamie, Mizrahi's collection features 18 pieces heavily inspired by her everyday ensembles. Think cozy sweaters, velvet dresses, outerwear and silky separates in in fun prints and vivid fall colors. When asked what the inspiration was behind her collection, Mizrahi says much of it was based on how she shops herself, wanting the items to be timeless and classic while remaining fashionable.
Because each "tastemaker" is set to release two collections a year with 15-20 pieces per collection, customers will have two different, seasonally appropriate closets to pull from. Mizrahi already has her second collection in mind and says it will be more seasonally appropriate for the warmer months but will remain true to herself and the Sweet Baby Jamie label.
Visit the gallery below to see the full Sweet Baby Jamie collection, which will be available to rent on Friday, Nov. 15.