Rent the Runway Launches Maternity Subscription Service
Moms-to-be know that trying to find stylish maternity clothes can be a challenge on its own, with the added question about what to do with your threads after you’ve welcomed your little one. After all, racking up a wardrobe for your changing body that you might never wear again is hardly cost (or space!) effective… which is why Rent the Runway‘s new subscription maternity service is here to solve all of your pregnancy style woes.
In recent years, Rent the Runway has expanded beyond its initial mission to save you from spending hundreds on formalwear that probably won’t see the light of day again. Since then they’ve added five brick-and-mortar stores, an unlimited subscription service, and expanded offerings to include workwear, accessories, handbags, and more, making it easier than ever to get what you need for all the events in your life.
But for the first time ever, the company is now offering a maternity subscription program to help soon-to-be mamas dress for every stage of pregnancy and beyond as their bodies grow and change. In a press release announcing the news, Rent the Runway said that the decision is in response to overwhelming feedback from customers. “With a pregnant woman spending unnecessary money during pregnancy on maternity clothing that she only wears for a short period of time, creating a great maternity subscription service is a natural extension for RTR, whose mission is to make getting dressed easier, more affordable, and sustainable,” the press release stated.
And the experience will have a personal touch, with a spokesperson telling us they will use “due-date data to provide a hyper-personalized experience tailored to each mother-to-be and new mom. An algorithm will recommend items based on trimester and personal preferences, and will also offer suggestions for new moms and nursing mothers.”
Working closely with expectant mothers, RTR used surveys and focus groups to determine what new moms need most when trying to dress for work, special events, and day-to-day, offering maternity styles from beloved designers including Ingrid & Isabel, Rosie Pope, Vince, Isabella Oliver, Yumi Kim, Monrow, J Brand, Citizens of Humanity, and more.
Starting today, you can access maternity fashions using RTR Unlimited ($159/month for four items with unlimited swaps), or with RTR Update ($89/month for four items per month). RTR is also offering customers complimentary access to Maternity Stylists who can help you pick out new favorites and keep track of items you’ve loved. To celebrate the launch, they’re gifting new subscribers with a credit to Rosie Pope to help them find the perfect maternity basics as they get started.
Moms-to-be, would you use Rent the Runway’s maternity subscription service? Tell us @BritandCo!
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(Photos via Rent the Runway)
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