By Rotation links with Westminster Council for world’s largest rental pop-up

In Central London, Westminster City Council’s ‘Meanwhile On’ project is continuing with the latest development from 25 October being a five storey By Rotation pop-up in Mayfair, claimed to be the largest-ever fashion rental pop-up to launch globally.

The fashion rental platform is marking its fifth anniversary by opening the rental pop-up at 31 Brook Street. The space will showcase the brand’s most popular garments and accessories, “creating an immersive and interactive retail experience”.

By Rotation was selected from over 800 applicants and is offering rental prices starting from £10 per day until the store closes on the last day of the year.

The Meanwhile On project was set up to “provide innovative brands with access to high-profile retail spaces”. It gives brands significant relief on business rates, budget for store design, and end-to-end support from project delivery partner and retail consultancy Someday Studios. The store is offered rent-free, thanks to support from landlord Royal London Asset Management.

Eshita Kabra-Davies founded By Rotation in 2019 as a way for users to rent, lend, and rotate their wardrobes. It’s since seen over a million downloads and 150,000 listings in the UK and US.

Visitors to the store will be able to rent a handpicked selection of brands, such as Self-Portrait, 16Arlington, Terry De Havilland and Khanums, “as well as coveted A-lister wardrobes from Dame Helen Mirren’s red carpet looks to Ellie Goulding, Chrissy Rutherford, Matilde Mourinho and Abisola Omole”.

The pop-up will also feature luxury menswear pieces from the Huntsman Archive for the first time ever, in celebration of Huntsman’s 175th anniversary. People “will be able to rent bespoke tailoring and one-of-a-kind designs from Huntsman’s storied past, including pieces such as the Chalk-Stripe Flannel Siren Suit and the Magritte Silk Dinner Jacket”.

There will also be a series of workshops and events “to celebrate the By Rotation community and bring its users together”. Guests will also have the opportunity to shop dinnerware and sculptures from DB Ceramics by Deborah Brett and statement jewellery by Anisa Sojka. 

Kabra-Davies said the opening is “a milestone that truly reflects how far our community has come”.