TO RENT OR TO BUY: Rent the Runway is no stranger to collaborations — last year, for its fifth anniversary, the company collaborated on exclusive designs with Monique Lhuillier, Lela Rose, Badgley Mischka and more. Next up on their roster is Marchesa Notte, sister brand to Marchesa, one of Rent the Runway’s top-performing collections. Hitting the Web site and brick-and-mortar locations in January, the Marchesa Notte for Rent the Runway capsule contains three exclusive evening gowns in multiple colorways.

Georgina Chapman said she wanted to convey a feeling of romance in the looks, which play on themes from Marchesa Notte’s spring 2016 collection and contain vintage-inspired lace and embroideries. Two of the styles feature slim, body-conscious silhouettes and a third has a full skirt with a cutaway hemline, with colors ranging from peacock-blue and fuchsia to black and blush tones.

“They have this way of encompassing all women,” said Sarah Tam, Rent the Runway’s newly appointed senior vice president of merchandising and planning.

The design process was also strategic: co-founder Keren Craig said they analyzed what colors and styles of Marchessa Notte dresses were most popular on the site. “From there, we took customers’ favorite elements and designed new, exclusive dresses to highlight those features,” she said.

The gowns, which would typically retail for between $1,295 and $1,395, will rent for between $195 and $210. Edward Chapman, the brand’s chief executive officer, sees the collaboration as an opportunity to drive brand awareness, but also to engage Marchesa Notte’s existing clientele. “The fact that these dresses are exclusive and can only be accessed through Rent the Runway drives excitement and interest,” he said.

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