Rent the Runway Hopes to Change Your Weekend Brunch Look Too

Rent the Runway is upping their rental game, announcing today that they are adding sportswear to the mix. Beginning tomorrow women can rent from contemporary designers like Derek Lam, Carven and Opening Ceremony for everyday looks. Rent the Runway's website and stores will no longer just be for special occasions, now you want something fun for Sunday brunch with the girls? Rent it!

"This is how the subscription should be used," cofounder and chief executive officer Jennifer Hyman told WWD. "This is as critical to [the consumer] for how they could think about getting dressed as to how a Spotify is to listening to music. The goal is to change the level of engagement of membership so they see us as more than a place catering to special events."

New apparel is just one piece of the puzzle. Rent the Runway is also branching out with new stores in other citites. Their newest store is in Chicago's Gold Coast neighborhood and they are currently looking for stores in Boston, Houston and Los Angeles.

Rent the Runway has already changed the way women get dressed for special occasions, they are now aiming to change women's attitude towards fashion and getting dressed in general. Hyman said, "We have created an inclusive fashion community that brings fun and playfulness and discovery into the fashion world. We're modernizing the way people get dressed. Fashion to date has been extremely binary - the only choice is that you buy something and have it forever or you can't have it ever. Shouldn't there be other options?"