Flexibility Is Redefining Luxury
A conversation with Vivrelle founder Blake Geffen on the modern luxury closet and the shift toward flexibility.
There was a time when borrowing a luxury handbag carried an unspoken implication: if you didn’t own it, you probably couldn’t. Today, the psychology feels entirely different and women are more commonly borrowing bags as an extension of their curated closets. Vivrelle has built a business around this evolving mindset, attracting members who often already own beautiful bags but want the freedom to rotate, experiment, and dress for specific moments without adding more weight to their wardrobes. I spoke with founder Vivrelle founder, Blake Geffen about the modern borrower, the growing overlap between travel and fashion access, and what it signals about the future of luxury consumption.
Vivrelle is a Madison Avenue Spy partner. You can use the code MADSPY and get your first month of membership on me.
Who is the real Vivrelle customer today? I suspect a large segment already owns an impressive collection and borrows for fun, flexibility, or experimentation. Is that accurate?
The beauty of Vivrelle is that it gives anyone access to a full closet of designer accessories. Vivrelle was created for everyone looking to level up their personal style and experience luxury in a new way. While many of our members already have their classic everyday bags, they still love their Vivrelle membership as a way to experiment with personal style. Vivrelle lets everyone try something on trend, seasonal, or unexpected without the pressure of a forever purchase.
How do your customers decide what’s worth owning outright versus what makes sense to borrow? Are there certain bags or categories that consistently fall into each camp?
Our customers love borrowing seasonal colors, vacation pieces, or statement bags for special moments. They’re very intentional about what they own, purchasing only once they know it’s something they’ll reach for again and again. If they fall in love with a piece, we give them the option to purchase at a members-only price.
How do your most sophisticated members use Vivrelle in practice? Is it primarily about trend-testing, travel, special occasions, or simply variety without long-term commitment?
All our members use Vivrelle as an extension of their wardrobe that helps to elevate their everyday experiences. They want to try pieces they may not have committed to otherwise, whether it’s a bold statement bag for vacation or a trending silhouette they’ve been eyeing. Our goal is to make luxury feel easy and accessible for every moment, from trying a new trend to showing up for a special occasion.
You’ve partnered with major hotel brands like Four Seasons and St. Regis, introducing the idea of an accessible luxury closet at a destination. How do you see this concept evolving, and what does it unlock for the future of travel and luxury access?
These partnerships bring Vivrelle’s mission to life in a new and exciting way. It’s another touchpoint that furthers our mission of making luxury feel approachable, flexible, and fun. Bringing a Vivrelle closet to destinations like Four Seasons and St. Regis lets us meet members exactly where they are. We see this evolving into a natural extension of luxury hospitality, especially as fashion, travel, and experiences continue to blend. It’s an effortless way for guests to engage with fashion and seamlessly weave it into every part of their travel experience.
How do you decide which bags make sense for Vivrelle’s inventory? What has to be true about a brand?
Our buying team is constantly sourcing new pieces across different premium brands and styles, so our assortment always feels fresh and relevant. We curate a mix of new and vintage designer accessories so members can borrow everything from trend-forward styles to classic staples. What really guides us is our community. We continuously evolve the assortment as our members’ lifestyle changes.
Vivrelle is a Madison Avenue Spy partner. You can use the code MADSPY and get your first month of membership on me.