By Rotation to open biggest-ever fashion rental pop-up in London’s Mayfair

By Rotation is marking its fifth anniversary by opening the "world’s largest" fashion rental pop-up, called ‘The House of ByRo’, in London’s Mayfair this Friday, 25 October.

The five-story space at 31 Brook Street will showcase the brand’s most popular garments and accessories, "creating an immersive and interactive retail experience".

Visitors 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 Sophie Hermann, Chrissy Rutherford, Matilde Mourinho and Abisola Omole.

The pop-up will also exclusively feature iconic luxury menswear pieces from the Huntsman archive, in celebration of the 175th anniversary of the famous Savile Row tailors.

For the first time in history, individuals 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’ (inspired by a suit worn by Sir Winston Churchill during WWII) and the ‘Magritte Silk Dinner Jacket’.

Founder and CEO of By Rotation, Eshita Kabra-Davies, said: "I’m incredibly excited to celebrate five years of By Rotation with the world’s biggest ever fashion rental pop-up, brought to Mayfair, London.

"It’s a milestone that truly reflects how far our community has come, and I’m thrilled to bring this immersive, five-story space to life. This pop-up is not only a celebration of fashion rental but also a chance for our community to connect, discover unique pieces, and embrace a more sustainable way of dressing."

The pop-up is part of Westminster City Council’s 'Meanwhile On' project, set up to provide innovative brands with access to high profile retail spaces. The project gives brands significant relief on business rates, budget for store design, and end-to-end support from project delivery partner Someday Studios.

By Rotation was selected out of over 800 applicants for the store, and it has been offered rent free thanks to support from landlord Royal London Asset Management.

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.

"This is what the Meanwhile On project is all about, giving new and interesting brands the chance to trade in the heart of London, activating empty units and bringing a new shopping experience for visitors, office workers and residents alike.

"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."

Founded by Kabra-Davies in 2019, By Rotation has been revolutionising fashion consumption "by empowering users to rent, lend, and rotate their wardrobes".

With over a million downloads and 150,000 listings in the UK and US, the business has grown to become a leader in the sustainable fashion movement.

In addition to offering exclusive pieces available for rent, the pop-up will host 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.

In a true community-oriented approach, the House of ByRo is designed and supported by fellow eco-friendly partners such as B Corp certified paint company Lick, and sustainable furniture rental brand Homebound.

Rental prices will start from £10 per day, opening hours will be 12:00-18:00 Monday to Sunday, and the pop-up is set to run until 31 December 2024.