Millennials, rejoice: “Glee” and “Girls” reboots/revivals are in development. Last week’s blue wave evoked the kind of Millennial Optimism that has us busting out our American Apparel Disco Pants. And now, 2006’s hottest Broadway musical, “Spring Awakening,” is back with an Off-Broadway run at Studio Seaview in New York City — and, thanks to clothing rental service Nuuly, there’s a fashion angle.
Nuuly is the official styling partner for the rock musical and released an exclusive, show-inspired edit. Kim Gallagher, the retailer’s executive director of marketing and customer success, says it’s part of the brand’s strategy of being in “places where customers are spending attention and gaining style inspiration.” Another recent example: In August, the company tapped “Overcompensating” star Wally Baram for a 12-part microdrama rather than a typical ad campaign.
“Entertainment is one of the more powerful places to reach new audiences,” Gallagher adds. “We knew that ‘Spring Awakening’ would have a strong emotional pull, particularly for an audience who had either seen the original production or heard about the lore.”
Photo: Courtesy of Nuuly
The edit was curated with Obie Award-winning costume designer Kaye Voyce, who is also serving as costume designer for the revival. Nuuly subscribers can rent the edit, which includes items from Nuuly’s URBN portfolio (Anthropologie, Urban Outfitters and Free People) to evoke the Edwardian-inspired romanticism and youthful rebellion of the musical. The company is also styling six “Spring Awakening” cast members for press, red carpets and opening night.
Like with the microdrama, Nuuly is aiming to find a new audience — maybe even a younger one — through trending pop culture moments. “We want to introduce Nuuly to theatergoers who may not have considered clothing rental as a tool to make dressing for the occasion personalized and fun,” Gallagher says. “We thought this would be especially compelling to the younger audience drawn to this revival.”
Photo: Courtesy of Nuuly
The partnership also extends beyond wardrobe, reflecting a shared interest in celebrating individuality and personal expression. “When looking for partners for Spring Awakening, it was important to us to find brands that connected to the themes of the show, especially self-discovery, individuality and finding your own identity,” the show’s producer Greg Nobile said in a statement. “At its heart, Spring Awakening is about growing up and feeling comfortable in your own skin, and we love that Nuuly shares that same spirit.”
The Nuuly x Spring Awakening Assortment is available now on nuuly.com, and the Off-Broadway revival of “Spring Awakening” begins preview performances on Nov. 27.
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making.
* This article was originally published here