Rent the Runway enters the maternity market

It’s a style dilemma many pregnant mamas can relate to: You want to look good while you rock your bump, but you don’t want to spend good money on clothes you won’t be wearing a few months from now.

Luckily, Rent the Runway has entered the maternity market, and mamas, this is a total game-changer when it comes to styling those bumps.

Instead of investing in maternity offerings from brands like Ingrid & Isabel, Rosie Pope, Vince, Isabella Oliver, Yumi Kim, Monrow, J Brand, and Citizens of Humanity, expecting mothers can now access that level of style through Rent the Runway’s subscription services.

The RTR Update is $89 a month and allows you to rent four items per month, while the RTR Unlimited plan is $159 and gives you “unlimited pieces on rotation.”

Sounds amazing, and perfect for mothers. After all, with all the changes our bodies go through during pregnancy, the maternity dress you loved in your second trimester might not be the best fit by your third.

Right now if you sign up for RTR Unlimited you also get a $75 credit to Rosie Pope to load up on maternity basics like tanks, bras, and button-downs.

It’s not surprising that RTR knows what mamas need and is giving it to us. In a 2017 interview with Recode, Rent the Runway’s CEO, Jennifer Hyman, explained that having access to rented fashion saved her style during her own pregnancy. “I’m literally changing size every single week and I actually need to flip out those things,” she explained. “God knows how much I would have spent in maternity clothes otherwise.”

Eventually, the sizes and styles offered in non-maternity fashion subscriptions didn’t fit Hyman’s new mom needs, so she put her subscription on pause, but thanks to her efforts at RTR, mamas who follow in her footsteps won’t have to and are able to keep looking great up to their due date and beyond.

Rent the Runway’s algorithm will recommend items to moms through each trimester based on their personal preferences, and once the baby comes it’ll offer styles that will work best for new moms and nursing mothers.

We told you. Game changer.

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