Rent the Runway Unlimited is a game-changer

Most people are fine with the idea of renting cars. And other people's beach houses or apartments, thanks to companies like AirBnB. But clothes? Outside of men's tuxedos, it's a rarity. Maybe the garments we put on our bodies just feel too personal?

That was my first thought years ago when I learned about Rent the Runway, the fashion rental service started by Harvard MBAs Jennifer Hyman and Jennifer Fleiss that caters to women who can’t afford or don’t want to spend $1,000 on a designer dress for one special occasion. And again when I heard about an unlimited program they were testing, which allows subscribers to rent three garments or accessories at any time for a monthly fee.

I sat on their waiting list for several months while they were working out the kinks of the new service and slowly letting people on board. But by the time I got an invite I had soured on the whole idea.

A few years out of grad school and (somewhat) financially stable, I was finally building the wardrobe of my dreams, splurging on classic jewelry and the occasional designer piece. Like my first black silk Theory blazer that was love at first sight. And Diane von Furstenberg faux-wrap dress -- which I found on sale in a size that’s a teensie bit too small but, hey, it was the last one left and I can lick a few pieces of kale for a day to squeeze into a $100 DVF.

Why wouldn’t I want to own these small bits of luxury?

“It’s life changing,” my friend Chandler told me. She’d been using it and was hooked.

So I took the plunge, paying $139 a month to rent three pieces at a time, which can be kept as long as I want or returned as quickly as I can zip up the garment bag and give it back to my apartment concierge. The program officially opens to the public today, and includes everything from the signature gowns to leather jackets, sweaters and sunglasses. And, as a friend trying to pay it forward, let me tell you: It’s a game-changer.

I’d rented a few pieces for events that I had to cover as a reporter in the past, but in my personal life I bought a new dress for weddings or the occasional gala because it felt like a better investment.

Unlimited has changed that equation. For the price of two dresses per month from a place like Zara, I can rent at least one new designer dress per week, along with a bag and necklace. Goodbye sad H&M sheath that should probably have been thrown away after five wash cycles. Hello capped-sleeve Milly.

I've found the benefits to my work wardrobe to be a program highlight, and not by coincidence. Turns out that’s exactly what Fleiss, Hyman and crew had in mind.

“Our customer base is primarily comprised of women in their 20s, 30s and 40s, and the primary thing they do is go to an office and work,” Hyman told me over the phone ahead of the launch. “Having a career also implies that you need variety in your wardrobe and a certain degree of newness and sophistication. There is kind of a dress code of what is appropriate in a professional environment and that dress code is expensive.”

Preach.

Hyman and I dove into the gender economics of business casual  vs. formal environments, a topic that could take up a whole other story because its seriously imbalanced. But suffice it to say, the RTR team knows the struggle is real.

They also understand the lack of time professional women have for, well, much outside of the office and maintaining a life. So if you’re that girl ordering her groceries on Amazon Pantry from the Starbucks line in the morning, rest assured. You can do the same with an Elizabeth and James dress for that bridal shower this weekend thanks to the RTR app.

Another selling point is the ability to test a variety of trends and labels ahead of making big purchases, which you can do from the app if you truly fall in love.

For example: I think top-handle bags with front clasp are beautiful. I rented one, then nearly died in frustration at not being able to pull my phone out of my purse at a second’s notice because of said top-handle and clasp. I thanked the shopping gods it was only a rental before promptly returning it. On the flipside, I've rented Moschino and Red Valentino pieces (including the above cherry-print dress) that were louder than my typical aesthetic gave me a new appreciation for those brands, one I might carry with me ahead of my next splurge.

There are a few downsides. The most substantial is that standard sizes don’t fit all customers. RTR does encourage customers to submit product reviews which include the customer's height, weight and age; a helpful resource. But the confines of numeric sizes (even 0 - 22) can be limiting.

Availability has also been an issue during the trial period -- don't expect to get the perfect dress three days out from an event. Though Hyman says they are constantly assessing their stock and adding new designs.

So, is it worth it? Do you have even a remote interest in fashion, crave modern convenience when shopping, work in an office, or are a person who prefers women’s clothing and have to get dressed for anything from brunch to a job interview? Then the answer is probably yes.