The By Rotation Bridal Suite opens in Mayfair, providing an affordable and sustainable option for brides and bridesmaids with rental prices starting at £9.
A new option for budget-conscious shoppers seeking wedding attire has emerged at the By Rotation Bridal Suite, located within the Mayfair pop-up known as ‘House of ByRo’. Opened in October, this unique venture represents the world’s largest fashion rental pop-up and aims to provide stylish and sustainable alternatives for brides and bridesmaids.
By Rotation, a fashion rental platform founded by Eshita Kabra-Davies in 2019, is making waves in the industry by promoting the idea of sharing fashion through rentals. With rental prices starting as low as £9, it poses a stark contrast to the average wedding dress price, which is approximately £1,500. The brand has garnered over a million downloads and maintains 150,000 listings in both the UK and US, positioning itself as a leader in the sustainable fashion movement.
Kabra-Davies emphasized the significance of affordable and sustainable options in wedding attire, stating, “We are thrilled to bring the By Rotation Bridal Suite to life at our Mayfair pop-up. Bridalwear is one of the most significant investments someone can make, and we are proud to offer a more sustainable and affordable alternative that aligns with our commitment to conscious consumption.”
The Bridal Suite is designed for individuals planning weddings or special occasions, offering a wide range of options that include not only wedding dresses but also accessories and ready-to-wear items. Guests can book complimentary appointments to explore a curated selection of high-end bridalwear featuring designs from sought-after labels such as Roksanda, 16Arlington, Taller Marmo, Self-Portrait, and Victoria Beckham.
Visitors to the space will find personalized rails of rental options tailored to their specific requests, along with complimentary champagne from the champagne house Mumm. Additionally, all rentals come with a complimentary Who Is Elijah perfume, enhancing the luxury experience for those preparing for their special day.
The By Rotation Bridal Suite reflects a growing trend in the fashion industry towards more sustainable consumption methods, providing an accessible avenue for those who wish to partake in the tradition of “something borrowed” while making a conscious choice for the environment. As the movement toward rental fashion gains traction, this initiative in Mayfair serves as a notable example of innovation in the retail space.
Source: Noah Wire Services
