Rent the Runway Archive
Rental Rewind
What used to be a single email sharing members’ personal rental stats became a gated in-app experience à la Spotify Wrapped. Lead designer Abby Shuster and Kylie brainstormed how to blow up Rental Rewind by accounting for every rental, swap, and style decision to give members the best Rental Rewind ever. We worked cross-functionally with BI, engineering, and fashion to create 56 unique member personas. With the limited member data we could source, they had to create constraints that still offered a broad range of options. Enter the top rented color and top rented style tag. Meaning, if you rented red x feminine the most, you got the Dancing Emoji persona!
Seasonal Campaigns
Our Spring Campaign is one of RTR’s highest conversion opportunities of the year. The goal seemed simple: boost acquisition by positioning RTR as her partner in the everyday. After strategizing as a creative team, we pitched “Own Your Day,” a YouTube campaign following women making simple getting-ready choices that set them up for work, dating, dropping the kids off… With the concept locked in, I followed the threads to every touchpoint, from renewed onboarding to retention plays. All while pitching, refining, and delivering top-tier copy.
Lifecycle Emails
Partnered with leadership to redefine lifecycle tone of voice, transforming our copy into clever, polished narratives that feel fresh, conversational, and customer-first. The designers and I receive very simple briefs, such as “Summer Shorts,” and we are responsible for crafting unique stories that our customers can’t wait to read. We often say that smart women write these emails for smart women.
Guest Fashion Writer
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RTR | How to Become the Best-Dressed Host
When my wife and I moved to NYC, we barely knew anyone, and we couldn’t travel home for the holidays. I remember the winter blues were hitting particularly hard, especially since I had just come from the south—I was quite literally shivering in my red cowboy boots.
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RTR | Quiet On Set
Many of you have been with us for a while, while some of you might be new (like me!), so let me know if you’ve heard this story before. Rent the Runway started with a dress. A $4,000 dress that Jenn Hyman’s younger sister, Becky, purchased for a wedding.
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RTR | Ditching Sweatpants for the Corporate Office
My entire career has been WFH until I started at Rent the Runway. For years, I worked from my couch, letting my closet waste away as I threw on a new sweatshirt day after day. And I didn’t even realize the impact it had on my style until RTR…
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RTR | Butter Yellow Trend Shouldn’t Melt Away
Butter yellow appeared in Spring’s 2025 Fashion Week and has since been allotted a generous spread in the season’s It colors. This color is surprisingly easy to wear. It offers a gentle twist on neutral…
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RTR | A New York Summer Sendoff
The end of summer is on the horizon—I can practically taste it. AND I have mixed feelings about it. Here’s my NYC summer pros and cons list: When it’s too hot, I feel like I can’t go outside in makeup, or it’ll melt off my face…
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RTR | All Black Is Not This Fashion Writer’s Suit of Armor
Hey y’all! I’m Kylie, a new(ish) copywriter at Rent the Runway. I’m one of two smart women writing for all the smart women who read everything RTR. You’ll find things like “Here for the right riesling” on a wedding guest email or…