Luxury fashion is constantly evolving, and innovative platforms like Vivrelle are leading the way in making premium accessories more accessible than ever. Vivrelle, the pioneering luxury accessories membership club, has secured a significant $62 million Series C funding round from Protagonist, marking a transformative moment in how consumers experience high-end fashion. This milestone investment enables the brand to redefine luxury consumption through innovative technology and expanded accessibility.
How Vivrelle Works
Vivrelle operates as a membership-based platform that provides access to a curated collection of luxury accessories from prestigious brands, including Chanel, Hermès, Louis Vuitton, and Cartier. The service functions on a subscription model with four membership tiers, with pricing details available on the membership page.
Unlike traditional rental services, Vivrelle offers unlimited swaps with no return deadlines, allowing members to keep items as long as desired. Blake Geffen, Founder and CEO, remarked, “Since founding Vivrelle in 2018, we’ve remained committed to providing our members with unparalleled access to luxury accessories and curated experiences that elevate everyday life. This investment represents an exciting new chapter—enabling us to scale operations, deepen our inventory, and leverage emerging technologies, including AI, as we build a truly 360-degree luxury membership experience.”
The platform has evolved with a 14,000-square-foot showroom in New York City, partnerships with Four Seasons Hotels and Resorts, and advanced AI-powered styling tools through their collaboration with Revolve.
Ownership Model Transformation
Vivrelle is shifting industry norms from ownership to access and experience. Harry Hurst, Founder & Managing Partner at Protagonist, pointed out, “As consumers shift away from traditional ownership models, the luxury accessories market is ripe for disruption—and Vivrelle has been at the forefront of this evolution. We’re excited to bring Protagonist’s expertise in scaling category-defining tech brands to support Vivrelle in making high-end fashion more accessible and experiential than ever before,” said Hurst.
Membership allows users to enjoy luxury without the financial commitment of full ownership, yet still purchase favored items at exclusive member discounts. This direction aligns with the circular luxury economy, where sustainability and flexibility matter most.
Benefits for Consumers
Vivrelle creates substantial value for modern luxury seekers. Financial accessibility means members can carry designer pieces worth thousands for a monthly fee, making high fashion attainable to a broader group.
The platform supports sustainability concerns critical to younger shoppers. Research shows that 60% of Gen Z consumers say sustainability shapes their fashion choices, and most are willing to pay more for brands reflecting their values.
Flexibility and convenience also define Vivrelle’s service. No-deadline policies allow members to enjoy accessories at their leisure, with express shipping and personal styling consultations. The wardrobe-rotation concept suits social media creators, helping refresh styles easily.
Applications for Sellers and Partners
Vivrelle opens new opportunities for luxury brands and retailers. Brand exposure is broadened to younger, aspirational buyers who value access and variety. The brand uses AI and data insights for a better understanding of preferences and behaviors, helping partners to meet evolving demands.
The Four Seasons partnership illustrates the impact of cross-industry collaborations, granting hotel guests onsite access to Vivrelle’s curated accessory collections.
In addition, “The consumer has just changed, especially in a post-COVID environment where people are a combination of asset light, on demand, they value experience versus ownership,” Wayne said. “And even in the resale market, I think people are looking for what they want, when they want it, and how they want it, and at a great value.”
Future Outlook
Vivrelle’s expansion will extend showroom locations to Los Angeles and Miami, as well as new markets. Product extension includes footwear, ready-to-wear, and men’s accessories.
“This investment represents an exciting new chapter—enabling us to scale operations, deepen our inventory, and leverage emerging technologies, including AI, as we build a truly 360-degree luxury membership experience,” Blake Geffen, CEO, said.
“We’re going to continue to analyze, get feedback from our members, and keep making changes,” Blake Geffen, CEO, says.
With the global fashion rental market expected to grow steadily over the next several years, and recent growth marking Vivrelle as an industry leader, access and experience are paving the way for the future of luxury.
