In pictures: Fashion rental app By Rotation opens in real life in London

Ben Sillitoe

Fashion rental and resale app By Rotation, which allows consumers to rent and purchase luxury apparel and accessories, has opened up in real life.

The company – which counts Alexander McQueen, Gucci, and Tom Ford among the partners on its platform – has unveiled what it is calling “the largest-ever fashion rental pop-up” in London’s Mayfair. The space has been dubbed ‘the House of ByRo’.

Celebrating By Rotation’s fifth birthday, the pop-up shop in a five-storey townhouse is being marketed as a place to meet your fellow “rotators”, browse and rent designer fashion for less money than buying new, and purchase resale and lifestyle items in-store.

Green Retail World took a visit to see the shop a week on from its grand unveiling.

The fashion rental store at 31 Brook Street is open 12pm – 6pm daily, and includes items from Dame Helen Mirren, Ellie Goulding, Huntsman Savile Row, Khanums and many more.

Visitors can also purchase select resale items, jewellery, and soft furnishings, in addition to renting goods.

The store has been unveiled as part of Westminster City Council’s ‘Meanwhile On’ project, and Someday Studios has supported By Rotation in bringing the store to life.

Partners for the fit-out include Homebound, Furniture Rental, which furnished both studio spaces and fitting rooms at the pop-up, including with two boucle arm chairs, sheepskin armchairs, and an Amalfi side table.

Meanwhile paint brand, Lick, helped provide a dash of colour inside the fitting rooms, and Ben Russell Interiors contributed to the updating of the space.

Visitors can also purchase select designer items, accessories and lifestyle goods in-store, including jewellery by Anisa Sojka and handmade contemporary DB Ceramics by Deborah Brett.

On Green Retail World’s visit we noted the soft pink framed mirror and spacious feel that emphasises the luxury atmosphere. The soft, low chairs near the front window offer a place to relax and chat with staff and/or fellow consumers.

The rental fashion pop-up sits alongside other typical luxury retail establishments in Mayfair, normalising fashion for hire – which is viewed by many as a more circular way to consume fashion because it can help extend the life of garments and keep products in circulation for longer than they otherwise would be.

This message is highlighted in the window display, with the tagline “What’s mine is yours” above the description of By Rotation as “the world’s largest shared wardrobe”.

By Rotation founder Eshita Kabra (pictured below) told Green Retail World: “We opened the By Rotation pop-up in Mayfair to bring fashion rental to the heart of one of the world’s most iconic shopping districts.

“Our goal is to introduce this prestigious neighbourhood to a more sustainable way of enjoying high-end fashion, inspiring people to rethink traditional consumption. The response has been incredible, seeing visitors engage with our curated edit and embrace the benefits of renting has been truly rewarding.”