Rent the Runway Launches Maternity Subscription Services

Outfitting an ever-changing body is quite an expensive and tricky endeavor, but Rent the Runway (RTR) is set on simplifying that experience. The clothing rental company is launching a new maternity subscription program to help the 3.9 million expectant moms in the U.S. each year address this challenge, according to a press release.

The new subscription program will use due-date data to provide a personalized experience tailored to pregnant women, new moms, and nursing women. An algorithm will consider the woman’s trimester or postpartum stage, as well as hermpersonal preferences to offer suggestions. With options abound, these women will find plenty of styles to suit all aspects of her life, from work and everyday wear to evenings out and special occasions.