Why Rent the Runway Used SXSW to Debut Its West Elm Partnership

An immersive pop-up helped dress and glam up sweaty festivalgoers

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If you’ve been to South by Southwest you know that it’s easy to start the day looking put together and end it with limp hair, hurt feet and in need of a space to decompress. That’s why Rent the Runway offered attendees the chance to change their outfit as well as get their hair and makeup done at the brand’s pop-up this past weekend at SXSW.

“As someone who’s been at SXSW for so many years, truthfully, these are the things that we think about like, what do I want when I’m going to a space?” said Gabby Cohen, svp of brand communications and business development at Rent the Runway.

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