After several years of rebuilding following a post-pandemic slump, Rent the Runway (RTR) is ready for a new chapter. The fashion rental platform marks its 15th anniversary this year, and to celebrate it has introduced a new brand platform — “Own Nothing, Have Everything” — aimed at reshaping how consumers think about fashion.
“This bold philosophy redefines the future of fashion by inviting consumers to move beyond traditional ownership and embrace access over accumulation,” said the company in a statement shared with Retail TouchPoints. “RTR’s model offers an alternative to constant purchasing, empowering customers to enjoy fashion without the burden of overconsumption and waste.”
The new brand platform will be featured front and center in a campaign that will include Rent the Runway’s first out-of-home marketing in several years. A series of images and video content will showcase the journeys of 10 of the company’s most loyal customers who have worn Rent the Runway for some of their biggest life moments, from their wedding day to their first big job interview.
“Their stories embody the concept of having everything and showcase how RTR has built the company over the past 15 years with our community and our customers,” according to the company statement. “These women represent the true influencers who have helped RTR become a household name through customer advocacy and word of mouth.”
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In the video series, co-founders Jennifer Hyman and Jennifer Fleiss also will reflect on the loyal customers who have powered the brand, complemented by an out-of-home campaign in RTR’s home base of New York City that is set to expand nationally in the spring.
