By Rotation Opening Biggest-Ever Fashion Rental Pop-Up in London
By Rotation is celebrating its fifth anniversary by launching "The House of ByRo," the "largest" fashion rental pop-up in the world, in Mayfair, London.
The brand's most well-liked clothing and accessories will be on display at the five-story building at 31 Brook Street, "creating an immersive and interactive retail experience".
In addition to the highly sought-after A-lister outfits from Sophie Hermann, Chrissy Rutherford, Matilde Mourinho, Abisola Omole, and Dame Helen Mirren's red carpet ensembles, visitors will be able to rent a carefully chosen assortment of brands, including Self-Portrait, 16Arlington, Terry De Havilland, and Khanums.
In honor of the renowned Savile Row tailors' 175th anniversary, the pop-up will also exclusively showcase renowned luxury male items from the Huntsman library.
The pop-up is a component of the 'Meanwhile On' initiative of Westminster City Council, which was established to provide creative brands access to prominent retail locations. Brands benefit greatly from the project’s business rates, store design budget, and full-cycle assistance from Someday Studios, the project delivery partner.
Out of more than 800 applicants, By Rotation was chosen for the store, and with the help of landlord Royal London Asset Management, it has been granted rent-free.
By Rotation, which was founded in 2019 by Kabra-Davies, has been transforming the way people consume fashion ("by empowering users to rent, lend, and rotate their wardrobes"). The company has expanded to become a pioneer in the sustainable fashion sector, with over a million downloads and 150,000 listings in the US and the UK. To honor the By Rotation community and unite its members, the pop-up will hold several seminars and activities in addition to renting out special items.
Source: WWB
Photo: By Rotation
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