In riveting news for party girls London-wide, By Rotation — the fashion rental site, now in its fifth year — is opening the world’s largest-ever fashion rental pop-up at 31 Brook Street, Mayfair.
That’s five floors full of their most popular garments, opening Friday: think 16Arlington, Self-Portrait (pictured lead image), Rixo, Aje and Nadine Merabi. For the first time, with an exclusive collaboration, they are also offering pieces from Savile Row tailor Huntsman.
“This townhouse is our biggest yet, spanning five stories in the heart of Mayfair. The space represents how far we've come from an online-only platform to a brand that thrives both digitally and in real life,” says founder Eshita Kabra-Davies. “It’s a milestone for us as we further establish ourselves on the high street — proving that rental fashion isn’t just an online trend, but a new way of consuming fashion that’s here to stay.”
So, what can visitors expect? “We will have two whole floors dedicated for customers to browse our extensive collection of clothing available to rent, one floor will be a changing room, another will be a content creation space with a photo studio and podcast recording area,” she continues. ”The final floor is our new By Rotation HQ where the team will be working so we can be on hand to meet and greet our community.”
The pop up is part of Westminster City Council’s Meanwhile On project, which offers retail space to “innovative brands”. In a statement, Geoff Barraclough, Cabinet Member for Planning and Economic Development, said: “We’re delighted to be able to offer these brands a space in a prime West End location that would otherwise be vacant… The By Rotation pop-up will spread the concept of sustainable fashion to a new audience but also brings together an already established online community in a physical space for the first time.”
‘The House of ByRo’, as it has been christened, runs October 28 to December 31 — so consider it your 2024 festive dressing crutch. Run.
31 Brook Street, byrotation.com
Eshita Kabra-Davies’ four party dressing tips:
Make a statement with bold prints and vibrant colours
Stand out with jewel tones, metallics, and eye-catching prints that let your personality shine. With the 80s back in fashion, you can go big with bows, extreme shoulders and even rent archival pieces from the Eighties on the app.
Mix timeless with trendy
Pair classic silhouettes with modern, on-trend accessories, think a chic, tailored blazer over a bright satin dress or metallic boots to elevate your look.
Be mindful of sequins
While sequins can add sparkle to any outfit, they’re often made from non-biodegradable plastic, which is harmful to the environment. Instead of buying new, consider renting sequined garments, where you can enjoy the look without adding to environmental waste.
Comfort meets style
Go for outfits that are not only fashionable but also comfortable enough to dance in all night, whether that’s a slinky silk dress or a tailored jumpsuit.
