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Rent the Runway's 'Our Runway' makes online shopping social

A screen grab from Rent the Runway's “Our

A screen grab from Rent the Runway's “Our Runway” site, a social shopping platform that allows women to rent looks based on photos of women with similar body types. Credit: Handout

Online shopping has taken a further step with Rent the Runway’s “Our Runway” – a social shopping platform allowing women to rent looks based on photos of women with similar body types.

The platform, which launched this week on, helps customers bring pieces from screen to life. By entering body height, bust size, dress size and age into their “Find Women Like Me” tool, results will show thousands of women with similar body types and their experiences wearing that particular item at an event like a wedding, party or date.

“With ‘Our Runway,’ we are creating a platform for the everyday woman to discover amazing styles that work best for her body and forming a community that celebrates every women’s special moments,” said chief executive and co-founder of Rent the Runway, Jennifer Hyman. “It’s empowering to see thousands of photos of diverse women of all ages, sizes and ethnicities feeling self-confident.”

Taking inspiration from other women with similar shapes allows customers to find a more personalized style and look, versus seeing the piece on a model. Customers are able to comment on the photos and ask about the fit or style of the piece, adding a social layer to online shopping.

Before launching “Our Runway,” more than 12, 000 user-generated photos were submitted to Rent the Runway.

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