Renggli Teams Up With Vivrelle for Its First Retail Pop-Up During New York Fashion Week
Morgan Stewart McGraw's accessories brand Renggli is opening its first-ever retail pop-up in SoHo, New York, teaming up with the luxury rental platform Vivrelle for a four-day run from September 10 to 13 — timed to New York Fashion Week. WWD
The pop-up will showcase Renggli's fall collection alongside Vivrelle's assortment of designer handbags and jewellery, with everything available to borrow or buy. Vivrelle, founded by chief executive Blake Geffen, operates on a membership model: subscribers pay a monthly fee to borrow high-end accessories rather than owning them outright.
For McGraw, the partnership has a personal dimension. She participated in Vivrelle's $35 million Series B funding round in 2022, alongside actors Nina Dobrev and Lily Collins. "I have believed in Vivrelle since the very beginning," McGraw said in an interview with WWD, calling the collaboration an "easy yes." WWD
Geffen framed the pop-up as both a milestone for Renggli and an extension of a relationship that predates it. "This is Renggli's first retail pop-up activation and an exciting next chapter in Vivrelle's longstanding relationship with Morgan," he said. WWD
Renggli launched in September 2023, with its first collection priced from $85 to $395 and selling out immediately. The Hollywood Reporter The brand is positioned as a line of wardrobe staples under $500, and McGraw has said she wants it to become a destination for special-occasion shopping. The Cut She marked the brand's second anniversary in September 2025 with a celebration posted to her Instagram account. Instagram
McGraw's definition of luxury lines up neatly with the Vivrelle model. She describes it as "ease, longevity and choice," placing less emphasis on ownership and more on experiences. She has called herself a "huge fan" of the secondhand market and named the Hermès Birkin 35, the Chanel Classic Flap bag and the Bottega Veneta Pouch as pieces she is currently interested in. WWD
McGraw also brought Renggli to New York Fashion Week once before, hosting a cocktail party during the September 2024 season. WWD
What makes this pop-up worth watching is the way it collapses two sides of the luxury-accessory business into one room. Renggli sells entry-level luxury — bags and accessories under $400 — while Vivrelle offers borrowed access to pieces that can run well into five figures. A shopper walking into the SoHo space can buy a Renggli piece outright, borrow a designer bag for the week, or do both. The model treats ownership and access as choices sitting side by side, which is exactly how McGraw says she thinks about the category.
The pop-up runs at a moment when New York's fashion calendar draws buyers, press and stylists into a compressed set of days. Whether the format turns a four-day activation into a longer-term retail strategy for Renggli will depend on foot traffic and sales — the metrics that decide whether a pop-up becomes a store.
