Following “overwhelming demand” fashion rental business By Rotation is extending its pop-up stay at London, Mayfair’s Brook Street until the end of June.
Eshita Kabra-Davies, founder of By Rotation, outside the Mayfair pop-up
Billed as “the world’s largest shared wardrobe”, By Rotation said it has seen rentals of the store’s curated collection rise by 30% since its opening last October.
The store’s part of Westminster City Council’s ‘Meanwhile On’ project with the five storey unit claiming to be the largest-ever fashion rental pop-up to launch globally.
Since opening, top trending brands there have included Nadine Merabi, Paco Rabanne, Moon Boot and Self-Portrait.
“These labels align with key seasonal themes such as festive dressing, black-tie occasions and ski season, demonstrating the versatility and accessibility of By Rotation’s rental model”, it said.
The extension will also see the introduction of additional features “where fashion meets community, championing sustainability and inclusivity”.
It will host curated events and exclusive collaborations including in-store pilates classes, panel talks with Savannah Sachdev and Spencer Matthew of alcohol-free spirits producer CleanCo, and a book signing with food author Manon Lagrève.
Eshita Kabra-Davies, founder of By Rotation, said: “Our Mayfair pop-up [isn’t] only as a hub for sustainability in fashion but as a pioneering space for other brands and creatives.”
