In the ever-evolving world of luxury fashion, Vivrelle is redefining how we experience and access designer accessories. By blending exclusivity with accessibility, Vivrelle offers members a unique way to curate their personal style by renting unique pieces. We spoke to owner Blake Geffen to learn more.
Vivrelle has carved out a unique space between luxury and accessibility. When you launched, how did you envision changing the way people interact with designer fashion?
From the very beginning, our vision was to make luxury feel more personal and fun. The value of Vivrelle is the flexibility it brings to your closet, adapting with you and your style in real time. Whether it’s a bold statement bag for a weekend away or a timeless classic for everyday wear, Vivrelle allows members to experience pieces on their own terms. The shift from ownership to access changes the relationship people have with fashion. It becomes less about “can I justify buying this?” and more about “how do I want to dress, style, and express myself today?”
Vivrelle has grown rapidly and built a strong member base — what’s been the biggest unexpected challenge behind the scenes as you scaled?
One of the biggest unexpected challenges as we scaled was maintaining the same level of personalized service and curated inventory that our earliest members loved, while growing our community at such a rapid pace. Demand ramped up faster than anticipated, which meant constantly evolving our operations, expanding our inventory mix, and ensuring our technology kept pace. We had to balance scaling efficiently with staying true to the experience that made people want a Vivrelle membership in the first place.
The fashion rental space is competitive. What do you think sets Vivrelle apart?
Vivrelle isn’t just about borrowing a bag but also belonging to a community. Our membership model combines access to a shared closet of the most coveted designer accessories with exclusive perks from over 80 luxury perk partners, from five-star hotels to beauty brands. We’ve built an experience that feels elevated yet welcoming, so whether you’re new to designer fashion or a seasoned collector, you feel part of something special. Vivrelle is a true membership club that provides members access, flexibility, and a curated luxury lifestyle… that is what sets us apart.
How have your members influenced the direction or offerings of the brand?
Our members are at the heart of everything we do. They’re the reason we continue to expand our inventory and bring new brands into our closet. Their feedback has inspired us to explore bold statement pieces, vintage treasures, and special collaborations we may not have considered otherwise. Whether they’re visiting our showroom, swapping styles each month, or sharing their Vivrelle moments online, their engagement has shaped our collection and our culture. Vivrelle is a direct reflection of the incredible community we have worked so hard to build.
Why did Vivrelle choose Bridgehampton for a seasonal pop‑up?
Bridgehampton is in the center of the Hamptons’ summer scene, making it a natural fit for Vivrelle. We wanted to be where our members are. For this pop-up, we partnered with FWRD to create a truly elevated experience. Together, we curated a space where members and guests can shop FWRD’s ready-to-wear alongside Vivrelle’s coveted shared closet, with the option to borrow or buy on the spot. It’s an extension of Vivrelle’s mission to build an experience that embodies the spirit of discovery and flexibility.
