“The Lauren Look” will debut with pieces from the Lauren Ralph Lauren brand. After wearing, members can either exchange for new pieces or purchase the items with member discounts. The platform will launch in North America on March 2.

The rental model is becoming a more popular route in retail — brands like Ann Taylor, Urban Outfitters and Vince all have rental programs. Even further growth is expected post-pandemic. A statement from Ralph Lauren said the initiative will be an important tool for the brand to understand more about consumer behaviour based on the success of various collections. Members will be able to “curate the ultimate fashion closet with looks from the most recent Lauren collections,” according to the statement.

The company is launching with the Lauren Ralph Lauren brand, because it is its most “widely distributed and accessible,” said David Lauren, Ralph Lauren’s chief innovation and branding officer. It also said Ralph Lauren is the first luxury retailer to provide a direct-to-consumer rental practice. President and chief executive officer Patrice Louvet stated, “With our timeless aesthetic, we are incredibly well positioned to play across each of these categories.”