It was one of Kitty's best days. . . . Her eyes sparkled, and her rosy lips could not keep from smiling from the consciousness of her own attractiveness. She had scarcely entered the ballroom . . . before she was asked to dance.Ever dream of entering a room like Kitty in Anna Karenina, attracting eyes like a magnetic pull? In that passage, Kitty felt confident in her young, radiant looks--a feeling you can almost taste. Luckily, you don't have to be part of the gentility anymore to feel glamourous. Introducing: Rent the Runway.
Yearning to look like Sofia Vergara wearing a Lela Rose dress (retail US$1,295)? All you have to do, besides getting a breast augmentation and personal trainer, is pay $150 and it's yours for that big night out! Stylists can be reached online or by telephone and no dry cleaning is required.
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Sofia Vergara wearing a Lela Rose Python Matelasse Dress
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The screenshot below is of the layout of the rental page. You can see how nonintimidating the process is, especially if the photos of satisfied customers look good, too. Shipping within the city is reasonable ($9.99) and the insurance is great ($5).
But the innovative site isn't a stand-in for Cinderella's fairy godmother. For the Calvin Klein Ramon dress, I'd have to be a size small or extra small for it to fit--there aren't any plus-size dresses at all. They also want you to order 1 to 2 days in advance, which is hard to do if the dress in question is in high demand. (Or else you'll pay more.)
And please don't get me started on the selection of dresses: not impressive. They're mostly skin tight and pretty boring, with the odd exception. You would almost think these are the "safe" dresses that designers put on the runway in order to guarantee some income.
Rent the Runway is a mixed Judith Leiber handbag. Sure, the existence of this type of store means that you don't have to be rich to be cool. But it does mean that you have to be an average- or below-size female and have a certain club-happy taste in clothes to make the site really work for you.