By Rotation brings bridal rentals starting at £9 to Mayfair pop-up

If you fall into the category of people who don't believe in spending big bucks on a wedding or bridesmaid dress that'll only be worn once, then fashion rental platform By Rotation may have the answer to your fashion and price point prayers. By Rotation has launched a limited-time Bridal Suite in its Mayfair pop-up 'House of ByRo'.

The average wedding dress costs £1,500, but what if you could get your dream gown for a fraction of the price? Rental house By Rotation is offering alternatives for those who truly want to step into the tradition of "something borrowed" with prices starting from as little as £9.

Founded by Eshita 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.

The Bridal Suite has been curated to serve those planning a wedding or any special occasion, with the option to rent everything from accessories to ready-to-wear.

Guests can book a complimentary appointment to browse and rent from a curated selection of high-end bridalwear, including pieces from coveted designers such as Roksanda, 16Arlington, Taller Marmo, Self-Portrait and Victoria Beckham.

Those booking in will be presented with a personalised rail of rental options tailored to the original booking request and complimentary champagne courtesy of the champagne house Mumm. All rentals will also come with a complimentary Who Is Elijah perfume.

Eshita Kabra-Davies, Founder of By Rotation, told TheIndustry.fashion: "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."

Eshita Kabra-Davies, Founder of By Rotation

The Bridal Suite is housed at the brand's Mayfair pop-up, which is also the "world’s largest" fashion rental pop-up. The five-story space at 31 Brook Street, which opened its doors in October, showcases the brand’s most popular garments and accessories, "creating an immersive and interactive retail experience".