St. Regis Deer Valley Lets Guests Borrow Designer Bags and Jewelry, Thanks to Vivrelle

A new fashion perk arrives at Deer Valley for ski-season guests

This winter, visitors to The St. Regis Deer Valley will find something new waiting beyond the valet: an in-resort selection of designer handbags and jewelry available to borrow. The service comes from Vivrelle, a company that lends high-end accessories to members and partners with luxury hotels. The rollout at Deer Valley’s St. Regis property opens the partnership in a setting where guests come for splurge moments—dinners, parties, and nights out after skiing—making the fit feel natural.

The launch is timed for the busy mountain season and puts Vivrelle’s curated closet on site for guests who want to upgrade an outfit without buying a new piece. For the hotel, the move is another way to add a tactile, shareable experience to a stay. For visitors, it means access to branded, statement pieces that would be awkward to pack for a weekend trip but perfect for a night on the town.

What’s actually available at the resort and how it’s arranged

The collection at St. Regis Deer Valley focuses on two things: handbags and jewelry. That means designer clutches, crossbodies, and shoulder bags alongside necklaces, bracelets, and statement earrings. Vivrelle says pieces are chosen to suit resort life—items that travel well and complement evening looks rather than runway extravagance you couldn’t wear in a cold mountain setting.

On arrival, guests can view a selection presented in a dedicated on-site space. Unlike street-level rental boutiques, the resort setup aims for a discreet, hotel-like presentation: polished displays in a lounge or concierge area rather than a pop-up shop. The selection will likely rotate through brands and styles so frequent visitors see new options over a season.

The Deer Valley program is billed as a bespoke edition of Vivrelle’s broader model. In other cities, the company operates showrooms and a membership-based app; at the St. Regis, the emphasis is on convenience and fitting into hotel flows—so the pieces are styled to match evening dining and local events rather than a downtown boutique crowd.

How guests will access items, and what to expect on fees and logistics

Vivrelle’s service typically runs on two tracks: regular members who subscribe for ongoing access, and one-off arrangements for non-members. At Deer Valley, guests will be able to borrow pieces either through a membership or via a single-stay option arranged through the concierge. That means a returning member might slide into the program easily, while a weekend visitor can still reserve a clutch for Friday night.

The announcement didn’t list firm prices, but the offering is positioned as a premium add-on, not a free amenity. Expect a mix of flat fees for single-use rentals and higher-value membership tiers for frequent customers. Hotels will handle the in-room presentation and returns; Vivrelle will take care of cleaning and authentication behind the scenes. Staff training is part of the rollout so concierges and butlers know how to book, present and accept returns smoothly.

From the guest’s point of view, the process is meant to be simple: reserve through the concierge or app, wear the item while staying, and hand it back at checkout or leave it with bell staff. The hotel handles storage and secure transfer, while Vivrelle manages inspection and maintenance afterward.

Why hotels and fashion rentals are pairing up right now

This partnership is a small piece of a bigger trend: luxury hotels and fashion rental platforms are teaming up to offer experiences that feel personal, social and Instagram-ready. Travelers today want moments they can’t get at home—dinner outfits, special-occasion jewelry, or a high-end bag for a night out—without the cost or baggage of owning every piece.

For hotels, such partnerships are a low-friction way to deepen the guest experience. They add a talking point and a visible service that can justify higher room rates or drive bookings from style-conscious travelers. For rental companies, hotels give access to an affluent, concentrated customer base and a controlled setting for showcasing items without investing in standalone retail space.

The move also reflects the steady acceptance of ‘fashion-as-a-service.’ Consumers who once prized ownership are now comfortable paying for access to rotating pieces. For the hospitality industry, that shift opens new revenue streams—either via fee splits, membership promotions, or branded packages that marry rooms with curated closets.

Quick background: who Vivrelle is, and where The St. Regis fits in the Marriott family

Vivrelle is a private company that rents designer accessories through memberships and partnerships. It markets itself on access and curation—giving members a chance to wear luxury pieces without buying them. The company has worked with retail partners and running in-house subscription models in several cities before bringing a hotel partnership to Deer Valley.

The St. Regis brand is part of Marriott International (MAR), a global hotel company that operates a wide range of luxury and mass-market brands. Partnering with a rental service fits Marriott’s broader push to add unique, experience-driven amenities across its luxury properties. For readers tracking business trends, the move is more about customer experience than direct financial signals—but it does show how hotels are experimenting with non-traditional services to capture higher spends per guest.

In short, if you’re heading to Deer Valley this season and want a last-minute fashion upgrade, you may now find a designer accessory waiting for you at the hotel. It’s a small shift in how luxury travel is sold—and one that could make packing less stressful and evenings a little more polished.

Sources

• prnewswire.com