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New and secondhand Rent the Runway clothing will now be available to buy directly on Amazon, marking an expansion of the former’s core rental business model as it works to build awareness. The move also offers a win for Amazon to carry more designer fashion. Both have been working for years on these pursuits — Rent the Runway on convincing more people to rent their clothing, and Amazon on elevating its fashion offering.

Designer pieces that have previously been rented and worn by Rent the Runway customers will be sold via a digital storefront on Amazon. This includes hundreds of styles across casualwear, workwear, “date night” apparel, seasonal essentials and denim, from more than 35 brands such as Tory Sport, Rag & Bone, Tibi, Sita Murt and Kate Spade New York. 

Amazon customers will also be able to buy new styles from Rent the Runway’s Design Collective. These are pieces that were exclusively designed for the platform by partner brands, informed by data on fit and customer preferences, and were previously only available through rental on Rent the Runway. Partner brands whose “Collective” designs will appear on Amazon at launch include Adam Lippes, Derek Lam, Esteban Cortazar, Marina Moscone, Ronny Kobo, Jonathan Saunders and Thakoon.

This marks the first time that people will be able to directly buy new designer items from Rent the Runway. All participating brands gave permission to be sold on Amazon via Rent the Runway, according to Rent The Runway.

Rent the Runway co-founder and CEO Jenn Hyman says this will bring brand awareness to the 14-year-old rental fashion company. “There is no site in this country that has higher awareness than Amazon. Rent the Runway is a service that has something for everyone, and we feel that the customer base for us should be broad and diverse.” She added that the business has historically spent less than 10 per cent of revenue on marketing and leans heavily on word-of-mouth referrals.

This will also increase the amount of designer fashion sold on Amazon, which has long worked to attract designer brands to the platform. “At Amazon Fashion, we continually expand our assortment through strategic relationships with brands to inspire and delight our customers,” said Amazon Fashion president Muge Erdirik Dogan in a release. “Rent the Runway’s collection continues to grow our offering in pre-loved and designer fashion.”