Morgan Stewart McGraw’s brand Renggli is marking its return to NYFW — this time, in partnership with Vivrelle for its first retail pop-up.
Open from Sept. 10 to 13 in SoHo, the collaboration showcases Renggli’s fall collection alongside Vivrelle’s assortment of designer handbags and jewelry — all available to borrow or purchase.
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The partnership marks a “full-circle moment” for the two companies, given McGraw’s participation in the luxury membership accessories company’s Series B investment raise of $35 million back in 2022 alongside the likes of Nina Dobrev and Lily Collins. The pop-up during NYFW also marks Renggli’s third anniversary, which launched in September 2023.
“Morgan has been part of Vivrelle’s journey for years,” said Blake Geffen, cofounder and chief executive officer of Vivrelle. “Partnering with her and Renggli during one of fashion’s biggest weeks of the year feels like a true full-circle moment. As Renggli’s first retail pop-up activation, this collaboration is an exciting next chapter in our longstanding relationship with Morgan. We’re thrilled to debut the brand’s new fall collection at the pop-up alongside Vivrelle’s curated accessory closet, giving our community a new way to discover, style and experience pieces they love.”
McGraw told WWD in an exclusive interview that she’s believed in Vivrelle “since the very beginning” and said that it was an “easy yes” to do this partnership to bring the two companies together during NYFW.
“I became a fan of Vivrelle early on because I really believed in their concept and saw the potential for it to completely change the way people access and think about luxury,” McGraw said. “The idea of being able to enjoy beautiful, high-end pieces without having to make the full investment of purchasing them outright felt incredibly relevant to the way consumers are shopping.”
In the eyes of Geffen, McGraw embodies the Vivrelle woman with her sense of style that is modern and distinctly McGraw’s own. Moreover, Geffren views Renggli as following the same ethos that McGraw has within her approach to modern luxury, with its elevated pieces to make “everyday style feel special.”
Luxury for McGraw is seen as “ease, longevity and choice” — with less emphasis on ownership and more on experiences. Hence why the resale and subscription model resonates with her and why she believes luxury continues to be redefined.
As a self-described “huge fan” of the secondhand market — McGraw has her eyes on the Birkin 35, Chanel Classic Flap bag and Bottega Pouch right now — she pointed out that Vivrelle’s subscription model offers consumers access to luxury that wasn’t always the case.
“With this model, you’re able to experience and enjoy incredible pieces without necessarily having to make the full investment of owning them, making luxury feel more attainable and flexible than it has historically been,” Stewart explained. “I think that’s especially powerful with accessories because they’re such an important part of personal style and there’s so much fun in being able to rotate and discover different pieces.”
Geffen also shared that Vivrelle is constantly looking for ways to bring its membership model to life for consumers, who are looking to engage in luxury in experiential ways — especially as they are looking to find new ways to make luxury work within their lifestyles. She also noted that the way consumers are looking at luxury is more flexible, personal and constantly evolving.
“Partnering with like-minded brands such as Renggli allows us to create a more immersive experience around that idea,” Geffen explained. “This pop-up brings members and new consumers alike into the Vivrelle world, allowing them to borrow and shop accessories while discovering Renggli’s seasonal collection — all under one roof. It’s a way to experience luxury that feels more personal, dynamic and reflective of how consumers want to shop today.”
Looking ahead on the future of the luxury resale secondhand market that Vivrelle intersects with its subscription model, Geffen said the company continues to focus on expanding its product assortment and creating more ways for consumers to experience luxury in their own way.
“From elevated membership offerings like our newest tier, Reservee, to pop-ups, brand partnerships and other in-person experiences, we’re continuing to expand what the Vivrelle lifestyle can look like. Ultimately, it’s about giving our members more choice, more access and the freedom to make luxury feel uniquely their own,” Geffen concluded.
This NYFW pop-up follows the company’s Kith Women partnership in Bridgehampton, which will be open from Memorial Day Weekend until Labor Day.
On the Wednesday evening before the pop-up officially opens, the two companies are hosting a party at tbe space to celebrate, hosted by McGraw.
The Vivrelle x Renggli pop-up is located at 76 Wooster Street and is open Sept. 10 to 13, from 11 a.m. to 7 p.m.
