Subscription-based online rental service, Rent the Runway has partnered with Amazon Fashion which sees it launch a storefront on the marketplace’s website to offer a variety of its pre-loved and Design Collective apparel.

There will be hundreds of designs from over 35 labels, including casual wear, workwear, eveningwear, and basics, among the rental brand's pre-loved goods.

Additionally, in addition to its own website, Rent the Runway will also make a special selection of products from its Design Collective available through Amazon Fashion.

Select designers are given the opportunity to produce limited-edition collections using Rent the Runway's own data and insights thanks to the project.

With the use of this alliance, the business wants to strengthen its position as a platform for designer companies to connect with consumers by giving them a bigger presence online.

Jenn Hyman, Rent the Runway’s co-founder and CEO, said that working with Amazon Fashion provides Rent the Runway enormous brand visibility. They also display demand for their products beyond their community and allow more people to experience unique data-driven fashion from their top design partners.