Timed to coincide with Fashion’s Night Out and the Spring 2013 Fashion Week shows, Rent the Runway will be taking its virtual closet into the real world for the first time ever. In conjunction with the W Hotel, the site will be temporarily offering its wares in all four of the hotel’s New York locations.
Guests of the W can rent directly from the closets’ offerings or order more items online from on-hand Rent the Runway stylists. Lucy Sykes, a former fashion editor and Rent the Runway’s Style Director, will be on hand on September 5th (Fashion’s Night Out) and 6th to dole out personal style advice at the W Hotel New York, in midtown Manhattan. Both guests and passers-by will be able to stop by and rent from the Closet.
The Closets (their official title) will be available to guests and non-guests through the end of Fashion Week. They’ll vary from hotel to hotel, as Sykes curated each one to reflect its particular branch of the W and the surrounding neighborhood. Besides providing a cool way to solve any problems for out-of-towners who packed poorly, collaborating with a hotel group is a clever means for Rent the Runway to temporarily convert into a brick-and-mortar shop. What a fun way for the site to engage, one-on-one, with their target audience.