Lulu Guinness Enters Fashion Rental Scene With By Rotation Showcase in Mayfair

LONDON — Lulu Guinness is stepping into the world of fashion rentals with a debut showcase in London’s Mayfair. The accessories designer is taking over By Rotation’s physical space, House of ByRo, for two days to highlight some of her signature handbag designs. More from WWD From Gymkhana to Ambassadors Clubhouse, How the Sethi Siblings Bring Flavors and Spice to London’s Fine Dining Scene Selfridges’ Art Series ‘New Age’ Celebrates Emerging Artists Harvey Nichols to Refurbish London Flagship, Tighten Operations and Lay Off Staff The showcase marks the launch of a partnership between the brand and By Rotation, the peer-to-peer fashion rental app. As part of the collaboration, a special edit of Guinness’ most celebrated pieces — from archival favorites to modern bestsellers — will be available to rent through the app all summer. “By Rotation is the most brilliant idea, and we are thrilled that our bags will be enjoyed by such a glorious community of fashion-lovers,” said Guinness. The rental collection includes styles such as the satin Fan Clutch from 1998, the original Florist’s Basket from 1993, and highlights from the recent spring collection. In addition to renting, users will also have the option to purchase pieces. Eshita
Read More