US-based luxury fashion brand, Ralph Lauren launched the company’s first subscription apparel rental initiative ‘The Lauren Look’ exclusively in North America on March 2nd. In the luxury fashion segment, Ralph Lauren became one of the first luxury brands to pioneer a fully articulated rental model that offers its consumers an innovative new channel to experience, engage and ultimately shop the brand. In a swiftly evolving and rising digitally-based retail landscape, ‘The Lauren Look’ platform will respond to how consumers are building their personal wardrobes.

Patrice Louvet, President and CEO of Ralph Lauren said that in the present time consumers take a different perspective of experiencing the brands and building their wardrobes. Alongside pre-owned and rented clothing, the closet will include unique customized pieces, a mix of new seasonal fashion, and wardrobe staples in the future. To play across each of these categories, they are incredibly well-positioned with their timeless aesthetic.

Along with the, ‘The Lauren Look’ an opportunity has also been provided for the company to generate direct feedback and an extensive understanding of the consumer.

David Lauren, Chief Innovation and Branding Officer said that the Lauren Look will allow them in exploring an entirely new model mining into the rising focus on the sharing economy and transforming how they view fashion consumption. Lauren is their most widely distributed and accessible brand and launching it is a testament to the growth in this space which will assist them to further anticipate the evolving needs and makeup of their consumers’ future closet.

The collections will also be part of a special after-use program in addition to supporting the reduction of clothing waste which will be done by expanding the lifespan of garments that might otherwise be purchased and worn only a few times. The clothes will be donated to a non-profit organization ‘Delivering Good’ after the clothes reach the rental cap. This NGO provides new and nearly new merchandise to people who are impacted by poverty and tragedy to provide dignity, hope, and self-esteem to at-risk children, families and individuals.

By styling women for over 30 years, Lauren Ralph Lauren has celebrated the modern lifestyle of today’s stylish woman. Being a full lifestyle brand, Lauren offers various looks of sportswear, denim, and special occasion dressing to suit day to night, weekday to weekend, and every moment in between. At present, Lauren’s versatile collections are present over 500 points of distribution in North America.