For Tamara, Rotator and Chief of Staff at By Rotation, bringing circular fashion into her wedding was a no-brainer. Set across a joy-filled weekend in Rye, spanning from a vineyard welcome party to an apple orchard celebration, every detail felt deeply personal and intentionally curated.

Rather than defaulting to traditional bridesmaid dresses, Tamara asked her bridal party to rent their outfits via By Rotation, giving them the freedom to wear premium pieces they genuinely loved. True to form, the circularity didn’t stop there: post-wedding, she listed key pieces from her own bridal wardrobe on the app, too.

Scroll to read more and rent your wedding outfits.

Set the scene for us: tell us about your wedding
Our wedding weekend took place in Rye, the destination of our first road trip together and our favourite escape from the chaos of London. We wanted to create an elevated, meticulously curated experience that felt undeniably us.

We kicked things off with a welcome party at a local vineyard, hosting everyone with wine and wood-fired pizza. Giving guests the opportunity to meet the day before was the best decision, everyone was already familiar, so by the time we hit the dancefloor on the wedding day, there were no cliques, just one big group celebrating.

For the main event, we chose a complete dry-hire venue set on a stunning apple orchard to retain absolute creative control - a vision brought to life over 12 months by our brilliant planner, Amanda Whiston. We wanted bold colours, exceptional food, and a rhythm to the day that felt natural. We used draping to section off the venue, meaning each phase unfolded in a newly revealed space. The drinks reception leaned into my heritage with a live classical Indian orchestra and Sri Lankan canapés. The wedding breakfast featured delicious sharing plates and long tables to encourage conversation, and for the evening, the staging, lighting, live band and DJ transformed the space into our own personal rave cave!

If you had to capture your wedding mood board in just three words, what would they be and why?
Warm, colourful, and intentional. Warm, because we wanted the hospitality to feel incredibly inviting; colourful, as we actively steered away from traditional, muted bridal palettes in favour of bold, joyful tones; and intentional, because every single detail, from the venue to the fashion, was meticulously chosen to reflect us.

You incorporated fashion rental into your wedding through By Rotation. What drew you to that decision, and how did you approach dressing your bridesmaids in rented looks?
Circular fashion is woven into my everyday life, so it was a no-brainer to incorporate it into our wedding. I wanted my five bridesmaids to look and feel their absolute best, which meant completely ditching the archaic, wear-it-once bridesmaid uniform.

To guide the aesthetic, I created a public 'Saved Folder' on the By Rotation app based on our wedding’s colour palette. It functioned as a digital atelier, giving the girls a vibe to follow while granting them total freedom of choice. Instead of buying them identical dresses they’d inevitably want to hide at the back of a cupboard, I gifted them By Rotation gift cards to fund their rentals.

How did renting shape the experience for your bridal party, both stylistically and financially?
It completely transformed the experience. Stylistically, the girls were able to wear relevant premium pieces that actually flattered their individual silhouettes and personal styles, rather than being squeezed into a homogeneous look. It resulted in a highly cohesive bridal party that celebrated their individuality

Financially, it’s a game-changer. For a fraction of the retail price, they were wearing premium pieces. Ultimately, the weekend ended, the photos were incredible, and the dresses went straight back to the lenders. Zero waste, zero wardrobe guilt, and maximum aesthetic impact

Now that the wedding is over, what from your bridal wardrobe did you decide to list for rental?
I’ve already listed two very special pieces: the Posse dress I wore to our welcome party, and the bespoke orange saree by an Indian designer that I changed into for our drinks reception. It’s the ultimate circular fashion loop, and I love the idea of these pieces living on and being enjoyed by others.

For brides considering fashion rental but unsure whether it’s right for their wedding, what would your advice be?
Start by integrating it in a way that genuinely elevates the experience. You don’t have to rent your actual wedding dress if you don't want to; there are so many other touchpoints. For me, the bridesmaids' dresses were the natural fit.

Of all the pieces from your wedding wardrobe, which are you most excited to see take on a second life?
Definitely my actual wedding dress. When I invested in it, I refused to let it be a one-hit wonder. I am having it dyed and the train altered so that it becomes a permanent, wearable staple in my wardrobe, rather than an archived memory sitting in a box.

What’s one thing about bridal fashion that surprised you—something no one really tells brides beforehand?
That there are absolutely no rules! I wore yellow to my welcome party, a wedding dress customised to feel entirely me, and a vibrant orange saree. Don’t be afraid to shop your own wardrobe, either; my shoes were four years old and most of my jewellery was borrowed from family, adding a really meaningful touch. Ultimately, the more you lean into your authentic style instead of trying to play a part, the more effortless the result will be.

Head to the By Rotation app now to plan your wedding rentals.

Wedding Planner: Amanda Whiston
Wedding Photographer: Taylar Jayde

For our Founder and CEO, Eshita, maternity style became a way to feel confident during a time of profound introspection and change. “Renting allowed me to feel less panicked and insecure when it came to getting dressed,” she shares.

We spoke with Eshita all about her maternity style, and her approach to renting — here, she shares the moments, mindset shifts, and lessons that shaped the journey.

Location: The Savoy London
Photographer: Cece di Paolo
Hair & Makeup: Ruuby App

Scroll to read more and rent the Bump Friendly collection.

How would you best describe your bump style?
For the most part, I’ve retained my feminine and elegant style – although with summer reaching new highs, I’ve been playful and bearing my midriff since not much fits over it now!

Did renting pieces make you more experimental with your maternity style than you expected?
Renting allowed me to feel less panicked and insecure when it came to dressing. Self-worth and identity come front of mind during this special whirlwind of a time, and the last thing I wanted to feel was unhappy and ungrateful about the changes in my physique. Renting actually made me really enjoy my bump, and gave me confidence that I am a stylish person with taste - even with an egg attached to my body...

How did your rental choices evolve as your bump grew from first to third trimester?
First trimester: A clandestine period, I spent a lot of this time being quite conscious and cautious of the way I dressed – especially as there were so many Black Tie and Christmas festivities.

In the earlier days I just about got by with this Solace London green gown for a charity fundraise and The Vampire’s Wife dress (with an Another Tomorrow corset top on top for styling) for our team Christmas lunch but otherwise I mostly wore loose eveningwear such as this Georgia Hardinge silver metallic pleated midi dress, and then covered myself in loose baggy jumpers over my usual slip dresses and clothing.

In hindsight, given how much I’ve now grown, I am pretty sure the bump looked more like a bloat and I was feeling overly paranoid and insecure about my changing body – coming to terms with it all was rather overwhelming!

Second trimester: Day-to-day, I wore a lot of baggy, loose jumpers again and kept the focus on my accessory choices – renting designer bags such as this Chanel and vintage Dior which I took with me to the Milan Olympics 2026. For work events where my pregnancy was still a secret, I rented peplum tops (Tove, Roland Mouret) and wore blazers and cardigans that come with a tie (Iris & Ink blazer, Stine Goya velvet blazer and Hayley Menzies cardigans) which actually are a very underrated way of hiding your little baby! It was a chic way to avoid the otherwise frumpiness I otherwise feared I was exuding.

Once the news was out, I rented a very special sold-out everywhere Tory Burch dress to the V&A Schiaparelli preview party which was a huge hit!

Third trimester: By this point, all my networks had been informed and I had shared the news publicly which was truly liberating. I went back to wearing a lot of my existing wardrobe openly – the slip dresses (Reformation red slip dress, Debute London green dress at No10 Downing Street, Realisation Par polka midi dress), jersey figure-hugging silhouettes (Posse black and white stripe dress as seen on Meghan Markle) and playful rentals for hot, summer trips like the ILA Studio co-ord for a mother mermaid moment, Danielle Guizio all white co-ord for the old-money Lake Como babymoon aesthetic.

For formalwear, I rented larger sizes and dresses without zips and inner linings/corsets/bodices from brands such as Georgia Hardinge and rewore my Saks Potts yellow Emrata dress to receive the Retail Entrepreneur of the Year Award 2026.

What piece in your existing wardrobe has surprised you the most in terms of versatility?
I’ve been surprised by how flattering a lot of my figure-hugging dresses have been during this time - especially the Realisation Par Gia Zebra animal print dress which turns out has a lot of give to it! It’s definitely worth renting in the different colours and prints throughout the pregnancy, and sizing up as your pregnancy progresses.

What was one rule you stuck to that made dressing the bump easier?
I challenged myself not to buy anything new (except a pair of drawstring trousers and 2 jumpers when I was still hiding my pregnancy). That meant I just really had to stick to my existing style - but switch up the formula, usually by means of layering.

What’s been your biggest styling challenge as your bump changed shape?
The bump means absolutely no zips – I have not worn any jeans since January….!

Tell us 4 things that you'll never leave the house without packing into your bag
Water. I actually own a Stanley cup now, shocker!
Banana or protein bar. Important not to ever feel like you’re about to pass out
Cellphone: Work from phone in full effect soon…
Lip balm: I haven’t been wearing much makeup during this time, the focus has really been on trying to keep as clear and happy skin as possible. Lip balm is my special moment!

What is your one piece of advice to women as they start their journey?
Your emotional, mental and physical well-being is incredibly important – prioritise yourself, and keep blinders on if you must.

Head to the By Rotation app to rent your maternity wardrobe next.

There is fashion, and then there is Ascot fashion. As you prepare for a week of bold millinery, sharp tailoring, and high-stakes racing, we look to our trusted community lenders for the ultimate style inspiration.

Introducing Top Lender Angelica, a South London luxury fashion expert whose By Rotation wardrobe is the most requested destination for race-goers. With a decade-long love affair with Royal Ascot, we asked Angelica for her advice to first-time attendees, from her timeless elegance with a modern twist style, to what is guaranteed to be inside her bag on the day.

Scroll for what to wear to Royal Ascot and more.

Tell us a little about yourself...
I’m 35, a mum of two little ones, and based in South London. After a decade working in luxury retail, I’ve built a wardrobe that I now love sharing with my renters on By Rotation. With a lifelong love of horses and racing, Royal Ascot has been a highlight of my calendar ever since I first attended in 2014.

What’s your approach to dressing for Royal Ascot?
I love the timeless elegance Royal Ascot is known for, but with a modern twist, whether that’s through bold colour, sharp tailoring or a statement hat. For me, the best outfits feel polished whilst still showing personality.

What are your most in-demand rental pieces for Royal Ascot?
Alongside my hats, most of which already have rentals secured and ladies already popping by to colour match them to their outfits, my most in-demand pieces are my Alessandra Rich dresses, as well as styles from Self-Portrait and Zimmermann. I also think my Destree suits are going to be popular this year.

What has been your favourite Royal Ascot community rental story?
Back in 2022, and the start of my By Rotation journey, I told my Ascot renters attending on the Tuesday to cheer on a horse called Acklam Express. He may not have won, but he did finish 3rd at 200/1 and I remember having a few very happy renters who’d more than covered the cost of their outfit.

What is the first thing you consider when putting together a Royal Ascot outfit? The dress, the hat, or the shoes?
Always the dress as it sets the tone for the whole look. The hat follows closely in second though.

How do you plan to incorporate fashion rental into your looks? Everything I wear will be available to rent straight after the event itself!

What are the three absolute essentials inside your Ascot handbag?
A compeed stick, lipstick and flats for the journey home (not forgetting an umbrella if wet weather is forecast - hats hate the rain!)

How important is comfort when dressing for a full day at Ascot, and do you have any styling hacks for surviving the day in heels?
Comfort is key! It’s a long day on your feet, from walking between the parade ring and track to making it through to the Ascot Bandstand singalong after the final race. I always recommend prioritising styles you can genuinely last the day in.

If someone was renting their outfit for the first time, what advice would you give them?
Treat your rented look the same way you would borrowing from your most stylish friend. Go for pieces you genuinely love, rather than what you think you should wear. Comfort and confidence are everything, especially for a day like Royal Ascot.

Rent your Royal Ascot outfit on the By Rotation app now.

Having just won the Retail Entrepreneur of the Year award, our Founder & CEO, Eshita headed to her Babymoon in Lake Como, Italy. If you're familiar with our founding story, Eshita came up with the idea for By Rotation on her honeymoon in 2019.

7 years later, she revisited the romantic and idyllic Lake Como to reconnect and recharge before growing her family.

Scroll to read about her stay at Villa Serbelloni in Bellagio, Lake Como and ideas for what to rent.

Why did you choose Lake Como for your Babymoon?
We had visited 11 years ago as a young couple, it felt like the right spot to revisit before we grow our family. It was also a convenient travel destination given my pregnant state.

Where did you stay, and what made it feel Babymoon-worthy?
We stayed at Grand Hotel Villa Serbelloni, Lake Como’s grandest five-star hotel, for 3 nights in the JFK Suite — the same suite where President Kennedy once stayed. Adorned with marble columns, soaring ceilings, and stunning lake views, it felt incredibly romantic and indulgent. The separate living area with silk-covered armchairs added an extra touch of style and spacious comfort.

How did you spend your time?
We spent our days sunbathing by the newly refurbished pool and beach club, enjoying a pregnancy massage at the hotel spa, and eating very well at the hotel’s’ two restaurants La Goletta and Mistral. A private boat tour to Villa Melzi Gardens was a must and wandering through Bellagio for a slow afternoon of gelato and discovering local artisans.

How did you plan your Babymoon rentals?
I turned to Pinterest for Lake Como inspiration and immediately loved the timelessness of the destination for our Babymoon. The moodboard was set and so began the visualisation and romanticisation. I started saving all the potential rental items and created a spreadsheet to match my itinerary – so as to pack as efficiently as possible (I take a lot of pride in using everything I bring with me on a trip).

What’s your one non-negotiable tip for doing a Babymoon properly?
Book and rent outfits that make you feel good about yourself. It’s an overwhelming time, and this trip will be one you’ll remember. Make it about yourself, the staff at Villa Serbelloni certainly did!

Any pieces that became heroes of the holiday?
1. A low-waisted skirt from a Danielle Guizio white co-ord I rented - I reused it multiple times
2. A white With Nothing Underneath linen boyfriend shirt
3. Chanel white bag which I rented 3 years ago also, very easy to wear with all outfits, day and night

What did travelling while pregnant teach you about slowing down?
Trips can just be for eating, drinking and soaking in the culture by observing. I don’t need to climb hills and mountains and jump off rocks to feel like I’m part of Italian living!

What were the standout spots you couldn’t stop sending to the group chat?
Our room, the poolside and the very Instagrammable Moorish kiosk in Villa Melzi which had a queue for photo-taking!

Your bump style on this trip was immaculate. How did you approach dressing for Lake Como?
As we aren’t fully into summer yet and I’ve not wanted to zero into any particular colour for my pregnancy, I opted for neutrals and understated pieces that would complement my bump elegantly. I guess you can call it the old money aesthetic! I decided to go up by 1-2 sizes, which actually opened up so many rental options on the By Rotation app that are otherwise not for me.

Any unexpectedly perfect Babymoon moments — the kind you know you’ll think about once the baby’s here?
The kindness of all the staff at Villa Serbelloni, they really made me feel special and looked after my well-being. They were so happy and excited for me, it made me feel less conscious, being the clumsy pregnant woman I am now!

Head to the By Rotation app now to rent your maternity-friendly dresses for less.

Meet the self-proclaimed 'Dress Dealer', Sandra, with a head-turning wardrobe full of the most unique rentals she is, of course, one of our Top Lenders on the app.

Sandra's relationship with fashion is anything but casual. She has spent over a decade immersed in the industry, evolving from stylist to seasoned collector of designer pieces. Including the infamous Tory Burch dress that is exclusively available to rent on By Rotation.

In this interview, she takes us inside her wardrobe philosophy, her journey into rental, and the pieces that continue to define her ever-evolving style.

Tell us a about yourself...
I’m Sandra, and I’m originally from Lithuania, but London has been home for the last 13 years. I inherited a shopping problem from my grandma, and I have been working in the fashion industry all my adult life to not only support it but also get deeper in it. I fell out of love with being a stylist, and so my main activity right now is selling and renting designer fashion pieces. I love the thrill I get from hunting down something fabulous and well-priced.

What’s the story behind you finding the Tory Burch mirror dress, and did you buy it with the intention of sharing it on By Rotation
Unfortunately, I don’t have a romantic story to share about buying this particular dress. I was at a sample sale, and my sample sale ‘technique’ is to browse and grab all the things I like, edit it down, repeat the same sequence one more time and check out. I believe I’m not the only shopper doing this, so I found the dress on my second round, literally dumped on one of the rails. I checked with the lady trying on some clothes whether the dress was hers, and it wasn’t, so I took it with me.

I never knew Tory Burch designed the dress, and I wasn’t looking for it specifically. Once I saw the dress, I remembered that Eshita, By Rotation's Founder & CEO, rented a version in pink from the USA app last year, and I was pleasantly surprised that I found it in a different colour. I tried the dress, and since I need help to zip it up and breathe, I decided this will be a purchase to be enjoyed by other women, as I couldn’t possibly leave it behind.

Beyond the mirror dress, which piece in your wardrobe is on a constant rotation?
The Taller Marmo Diva gown was very popular for a few years; many happy memories were witnessed by that dress. I recently sold it, and it was quite a sentimental moment. Currently, my Solace London Talia gowns are the most popular - I wore the open shoulder black one for the opera at the Lincoln Centre in New York on New Year's Eve and from that point I started acquiring them in different colours and sizes.

5. When you’re shopping for new designer pieces, are you looking for personal style, rentability or a perfect 50/50 split?
It is quite rare that I look for rentability only. It is important for me to first and foremost like the item. I’ve been working in fashion and shopping professionally (and addictively) for more than 10 years, so I know when I see something good. I think it’s in my blood, so it comes naturally to me.

I often shop for the occasions I don’t necessarily have in my agenda, which means I have items that were never worn by me, but they live a fabulous life regardless. Having said that, if I find something I love and it’s not my size, chances are I’ll still buy it, because I love good clothes too much – this is exactly what happened with the Tory Burch mirror dress.

We’re obsessed with your interiors. What are your top homeware picks for adding personality and pops of colour to a space?

6. When did you decide to transition from a collector to a rotator?
I was ‘renting out’ my wardrobe for photoshoots long before rental was a thing. The first time I rented something out to a stranger via the app was August, 2022. It was far from a perfect experience for me, but I decided to give it a shot regardless.

Frankly, I saw it as a great opportunity to earn extra cash. The thinking that I have access to all these fabulous things and could share them with other women for a fraction of the cost to them came around the time when I realised I have a serious shopping problem. Now I often buy by using the excuse of renting it and making some of the money back. I’m very naughty. Having said that, I only have a limited wardrobe available to rent, and I wouldn’t rent items that would make me upset if damaged beyond repair. To sum up, I have part of my wardrobe living in my house rent-free, and part of it actually working on By Rotation.

7. For someone looking to start their own rental side-hustle, what is the one piece of advice you’d share?
Don’t follow the trends blindly. If you see a dress all over your social media and there are already 10 dresses available on the app, chances are yours will not necessarily be the first choice. Stick to your personal style, and your tribe will find you. Make sure your items are well kept, dry cleaned and fixed, if and when needed. Be fast and open with your communication, and make sure renters receive their items in time, and you insure your parcels. Always underpromise and overdeliver, and never the other way around.

8. What is one designer piece you’re currently hunting to add to your rental listings?
I’m not hunting for any designer pieces; they’re always hunting for me! I got my SS26 Chanel fix, so I’m happy and also over the madness we saw in March. I’m loving Chloe a lot this season, but I’m not sure I can justify the price of some items that I would like to have. Other than that, I have a lot of Dries van Noten and Alaia pieces on my wishlist – these houses are very different, but the clothes make me happy the same way. Oh, and if I could hunt down Nour Hammour's leopard coat that I slept on for too long last season, I’d be thrilled.

Head to the app now to rent unique, sold-out designer items for a fraction of the retail price.

Looking to escape to the English countryside? This week, we escaped to the Cotswolds to unwind, reconnect, and recharge as a team.

Scroll down to discover our spring retreat itinerary at The Wild Duck.

WHERE TO STAY

Originally the gardener’s cottage to nearby Ewen Manor, The Wild Duck is a 16th-century pub that has just reopened its doors and welcomed us for a retreat.

The attention to detail was everything: from a cosy pub setting for dinner by the fireplace, to impeccable rooms featuring antique furniture and stunning tapestries.

Book Your Stay at The Wild Duck here.

TRAVEL

Only a two-hour drive from London, we arrived in style: rented outfits from the By Rotation app and electric Land Rovers courtesy of THE OUT - luxury car rental service.

Getting out of London can be a mission, but our friends at THE OUT made it seamless: the cars were delivered to our doorstep and collected again at the end of the trip.

WHAT TO RENT

For our outfits, we drew inspiration from cottagecore and chic staycation style - effortless yet refined, perfect for a spring escape in the Cotswolds.

By day, we embraced spring cottagecore dresses - from the coveted Proenza Schouler dress worn by Kendall Jenner, to a Réalisation Par slip dress, a Faithfull The Brand pastel knit, and a Zimmermann paisley-print dress

For the perfect finishing touches, Maruta styled a daisy-print raffia Loewe bag, while Georgia rented a Charlotte Simone coat with a fur-trimmed edge - pieces that elevated every moment from morning strolls through the countryside to evening dinners by the fire.

THE SCENT

We paired our rented looks with a hint of Creed, their newest scent, Wild Vetiver, which captures a whimsical English garden party wandering into the wild.

ON THE MENU

If your itinerary in the Cotswolds doesn’t allow time for an overnight stay, we still highly recommend stopping at The Wild Duck for a meal. Enjoy a fresh lunch in the courtyard, or indulge in a romantic dinner by the fire.

For lunch, we tried the Kale Gnudi with Sage, Lemon, and Crème Fraîche, while our absolute dinner favourite was the Carnaroli Risotto with Wild Mushrooms and Wye Valley Asparagus. Be sure not to miss the spicy margaritas and chocolate tart for dessert.

Discover and rent the Bank Holiday Edit on the By Rotation app now.

Meet actor, filmmaker and Rotator Anya, who discovered By Rotation four years ago after listing the dresses she’d previously worn to film festivals and weddings, quickly finding a second life for her wardrobe.

As Anya prepares to welcome her first child, the income from her rentals has taken on new meaning — helping fund the short film she plans to shoot after maternity leave. From playful layering to comfortable dresses and joyful accessories, she’s embraced a colourful, feminine approach to maternity style.

Scroll to read on and inspire your bump friendly rental.

How would you best describe your By Rotation wardrobe?
Colourful, playful, feminine and eclectic. I like to have fun when it comes to my clothes.

What pieces or outfit pairings have you relied on most during your pregnancy?
I’ve relied heavily on turtlenecks and undershirts to keep my old wardrobe going for as long as I could. It's amazing how useful these undergarments are. You can turn a short-sleeve outfit into a long-sleeve outfit, swap colours of the undershirts to keep the outfit feeling fresh, keep yourself warm, and if you can’t close a button on your top or your shirt comes undone, there is an extra layer covering you. I’ve worn these under cardigans, short-sleeve dresses, shirts and just by themselves with accessories over them.

My favourite outfit was a sleeveless wool Nanushka dress with a flower, which I bought during my pregnancy. It was warm & comfortable, and I wore it with pink and black turtlenecks to keep it varied, and the flower on the belly kept nicely stretching and growing throughout the pregnancy.  I’ve relied on dresses mainly as they give you more space to grow and move around. Earlier in the pregnancy, I also wore a lot of pyjama and “nightgown” style outfits from brands like Sleeper, Olivia Von Halle, For Restless Sleepers and Dreamers Rebels. I am planning to return to a lot of these postpartum.

In terms of accessories, I became a fan of headbands as an easy way to elevate an outfit and wore different earrings, necklaces and beads, including ones I made myself. It felt like a good time to be girly and playful.

My Manolo Blahnik flats became my go-to shoes over the pregnancy for going out, they look festive and are comfortable. Whilst to keep myself warm in the last months of pregnancy, which fell during winter, I heavily relied on an oversized Max Mara coat, which I can still button up in the last days of pregnancy and have a fluffy headband to go with it to keep it cute and fun.

What are your thoughts on buying pregnancy-specific clothing vs renting your wardrobe?
I didn’t buy any pregnancy-specific clothes except for leggings. It felt a bit pointless as the body was changing all the time, and given that pregnancy only lasts 9 months, I don’t know what I would do with the maternity clothes after. I adapted as much as I could from my wardrobe, rented for special occasions and bought a minimal amount of clothes from non-maternity brands, which I felt I could wear throughout pregnancy and after.

I’ve actually cleared my own personal wardrobe a lot during pregnancy, reviewing some items which have been in my closet for many years. It felt like a good time to let go of them and clear up space for a new stage in my life. I also didn’t want the pressure of feeling like I have to return to my pre-pregnant size and body. It's great if that happens, but if it doesn’t, that’s also ok and I can move into my new status and new chapter wearing new clothes either way. So I’ve been very careful regarding what new things I add, as I want to keep the possibilities open for a new style evolution after I give birth.

What is one rule you stick by when it comes to maternity dressing?Comfort over anything else, but make it cute!

How have you maintained your personal sense of style during this stage?
Although I could not wear a lot of my more fitted feminine items, I went into a more girly direction with my choice of colours, styles and accessories, keeping it playful, colourful and comfortable. I like to keep things fun when it comes to clothing, and I think I managed that.

How do you plan to continue to use By Rotation postpartum? Are there any rentals you already have your eye on?
A lot of my outfits are on By Rotation at the moment, as I’ve cleared my closet to make space. I listed a lot of things as well, which I am not planning to wear anymore, but I am sure others will enjoy. I am also listing the clothes I wore during pregnancy so others can make use of them.

I am holding myself from buying new things at the moment, as I am not sure which size I will be in the coming year, and I have summer weddings and events to go to, so I have my eyes on a few potential rentals to get me through these events before I am ready to commit to investing in a new wardrobe.

Discover the 'Bump Friendly' Edit on the By Rotation app.

This International Women's Day, we're celebrating the women in our community and the ones who inspire them. Consider it to be 'Inspiration, on Rotation.'

Scroll to read more and rent the looks they're loving.

Discover their most-loved saved rentals in their By Rotation Saved folder.

Fresh from her first visit to St. Moritz — the birthplace of Alpine winter tourism and arguably the only ski resort that feels like a true brand — our Founder & CEO Eshita Kabra-Davies shares her highlights from the trip.

Travelling in via the spectacular Bernina Express and checking into the contemporary five-star Grace La Margna St Moritz, she reflects on where to stay, ski, dine and switch off in this iconic Alpine destination.

Scroll to read more on Eshita's latest travels to St. Moritz and rent your ski wardrobe.

Tell us a little about your trip to St. Moritz
My first time to the birthplace of winter Alpine tourism and I understand the destination's charm across all ages. We stayed at the Grace St Margna, a 5 star contemporary escape a 5 minute walk away from the main shopping street, with 3 restaurants (including the global Beef Bar takeover!) and a very peaceful spa.

If someone were packing for St. Moritz for the first time, what would you insist they bring and what should they leave behind?
Pack the understated luxury and quality pieces that will keep you warm: non-flashy vintage bags and furs (I rented a Chanel bag and loaned a Philippa London coat). Leave behind logomania to blend in with the locals and regulars.

What does a perfect morning in St. Moritz look like?
A continental breakfast at the Grace St Margna followed by a stroll by the lake.

Which beauty items are guaranteed to be travelling with you?

How would you describe the skiing here compared to other destinations you’ve visited?
We were very lucky with the weather - clear skies and quiet slopes - There are 36 slopes within the Corviglia ski area which have a good variety of runs across all levels (along with the iconic Prada branded ski lift you might have seen all over social media) and if you're adventurous like us, you can also venture to the glacier-based Corvatsch ski area which guarantees snow.

What’s one insider tip you’d give someone to help them experience St. Moritz like a regular, not a tourist?
I can't say I am a regular myself, but I loved walking around the town and exploring regular spots such as Bäckerei Bad for a coffee and cake, Monocle cafe (which I love to read!) and the Super Mountain Market concept store has a very curated selection of local fashion, art and homewares.

After the lifts stop running, where are you heading? Beyond skiing, what activities ended up being the most memorable for you?
The art galleries are not to be missed (Hauser & Wirth, The Pavilion and Muzeum Susch if you can make the trip). Do stop by the Kulm hotel for a tea or tipple, it is perhaps the most traditional alpine hotel, followed by Badrutt's Palace hotel.

Was there a restaurant that truly captured the spirit of St. Moritz for you?
I really enjoyed the traditional cuisine at Stüvetta Moritz - perfect for a fondue after a full day of skiing! Langosteria Sankt Moritz is the lunch spot amongst the mountains (also accessible by car if you do not ski) - great food and perfect for people-watching.

Are you heading on a ski-trip this season? Head to the By Rotation app to rent your ski-wear for a fraction of the price.

We heard you're attending a wedding this Spring, not to worry, we've got you covered. In our latest rental collection, browse go-to brands for the season.

Browse the Spring Wedding Guest Edit, or scroll to find outfit inspiration below.

This spring, wedding guest dressing strikes the perfect balance between romance and modernity. Pastels are at the forefront, from whisper-soft blushes and lilacs to mint greens and buttery yellows — hues that feel effortlessly sophisticated while perfectly suited to garden or daytime celebrations.

This spring, our go-to brands for wedding guest dressing include Zimmermann’s signature floral dresses, the airy pastel chiffons of De La Vali, and the new hot label L’IDÉE, known for its elegant pleats.

Head to the By Rotation app to explore the Spring Wedding Guest Edit.

As we step into the Year of the Horse — a symbol of ambition, independence, and unstoppable momentum — we’re embracing fashion that moves with intention. This year we're celebrating horsepower in every sense: strength in silhouette, confidence in colour, and heritage in detail.

We’ve curated three takes on your 2026 horse-inspired rental - scroll to discover more.

Lunar New Year

Lunar New Year calls for pieces that feel symbolic, powerful, and celebratory — with red leading the charge. Representing prosperity, protection, and joy, crimson becomes more than a colour; it becomes a statement.

Equestrian Core

The equestrian aesthetic never truly leaves the runway — it simply reinvents itself. This year, it returns with structured tailoring, heritage prints, and rich, earthy tones. Inspired by your latest Yellowstone rewatch, browse the Wedding Guest Edit with a little twist of the Year of the Horse.

Ladies’ Day at the Races

There’s nothing quite like the excitement of race-day dressing — sculpted silhouettes, dramatic hats, and immaculate tailoring. Inspired by trackside glamour, elevate your winter look with a chic tailored coat or luxe wrap to stay warm while turning heads at the Cheltenham races. Browse more on the By Rotation Races Edit.

Bridal fashion in 2026 is embracing a new kind of celebration - one that extends beyond the wedding day and into every moment that leads up to it. From engagement dinners and bachelorette weekends to civil ceremonies and the honeymoon that follows. Brides are thinking differently about what it means to dress intentionally.

Instead of investing in a single gown that lives in a closet long after the day, more are choosing to rent their wedding wardrobe - mixing classic pieces with modern favourites. Creating their own take on something borrowed.

See how you can rent your bridal wardrobe for every moment that matters.

For pre-wedding celebrations, engagement parties and hen dos, there’s an opportunity to lean into pieces that reflect personality. Think: Light lace dresses from Arcina Ori, sculptural silhouettes by Taller Marmo, or embellished styles from Clio Peppiatt. These rentals make it simple to look and feel special without the commitment of buying something you’ll wear only once.

Accessories play an essential role in completing each moment. Whether it’s a reception-ready Sophia Webster 'Wifey For Lifey' bag that carries the evening essentials or Chanel pearl drop earrings that adds intentional touches.

And the story doesn’t end at “I do.” The honeymoon and post-wedding celebrations present an opportunity to continue curating looks that feel effortless and special. Renting elegant evening dresses or resort-ready styles means you can travel light while still feeling polished and put-together for dinners, sunsets, and city strolls.

Renting your bridal wardrobe isn’t just practical - it’s a thoughtful way to dress for the moments that matter, with intention and sustainability at the forefront. Build a wardrobe that feels uniquely yours, and let each piece reflect a chapter in your celebration.

Check out our Something Borrowed edit and rent your bridal wardrobe now!

Last night, we brought together the chicest Rotators in town for a Galentine’s-themed pub quiz - an evening of fashion, fun, and friendly competition - hosted by fashion editor and broadcaster Nana Acheampong.

We took over The Grazing Goat Pub in the heart of Marylebone. Rotators arrived dressed to impress - from rented Emilio Pucci, to sequin Rixo dresses, this pub quiz was definitely the chicest in town.

The quiz rounds had everyone on their toes - from Fashion Geography and naming the season’s hottest brands, to putting their By Rotation app knowledge to the ultimate test.

The evening wouldn’t have been complete without the incredible floral installation by @serv.world - soft pink roses perfectly complementing the chic rented outfits.

Nana wearing a rented Delfi Collective dress, available to rent on the app.

Thank you to 6Percent wine for keeping everyone’s glasses topped up.

Sneak peek inside the Galentine’s-themed gift bag: from the cutest Jellycat keepsakes to self-care essentials from our friends at Fable & Mane, Monday, and S’ABLE Labs - with the finishing touch of a luminous Saie lip oil.

Browse the Valentine’s Day Rental Edit on the app now.

Photography by Kiran Gidda.

Meet Rotator Hannah, since discovering By Rotation, Hannah has redefined the way she dresses - curating standout looks for every moment. Hannah now knows the perfect outfit is only ever a rotation away.

From making her plus-one a designer handbag to renting unforgettable occasion-wear for the social season. Discover Hannah’s go-to rotating tips and how to navigate the app to unlock  dream rentals for every occasion.

Rent your 2026 wardrobe for a fraction of the price on the app!

Tell us a little about yourself...
I'm Hannah better known as Han, 32 year old living in Kent with my husband and cavapoo, Ginny. Love all things movie related, travelling the world one Disney at a time and finding all the dog friendly pubs.

How did you discover By Rotation?
I saw someone on Instagram talking about renting clothes as a new thing to try in the month, I researched into it and found a few sites weren't size inclusive.

However, when I came across By Rotation it was much more inclusive and a huge range of rentals available so I dipped my toe in the pond for my sister in law's hen do last year and I haven't looked back since.

What occasions have you rented for in 2025?
Many many many gorgeous weddings this year along with a baby shower & book event. Soon to be all the sequin rentals for the festive season! My favourites this year are a close one between the dusty pink Abercrombie dress or a gorgeous gold Verano Hill bag.

One piece of advice to another woman considering renting but has yet to make the jump?
You're renting from another human, you get to message them when requesting rentals so you can ask questions about sizing or care of the items if you're a bit nervous. I've had the opportunity to chat to rental owners and they are all such lovely people who have been happy to help with any questions. If you're even thinking about it slightly then 100% try it once, you won't look back!

Your top tip to finding the perfect rental
I'll be specific with my search and make use of the filters to make sure you're only seeing clothes in your size. I absolutely swear by the save feature, I will spend time saving and making collections of the items I'm after i.e Gold Bag, Midi Wedding Guest Dress etc, then I will go through the finalists and decide from there.

What is currently on your rental wish list?
A gorgeous Hutch x Anthropology pink bow & red dress, and a YSL Black bag with gold hardware!

Head to the By Rotation app to claim 15% off your first rental.

Black-tie season has entered the group chat - and it’s bringing red carpets, awards season glamour, and a calendar full of glamorous weddings you wouldn't want to forget.

Think floor-length silhouettes, colour that pops under flash photography, and dresses that feel made for a moment, not a lifetime in your wardrobe.

The best part? You can rent these show-stopping looks for the season for a fraction of the price on the By Rotation app.

Awards season dressing is all about impact. Self-Portrait sparkles, Milla gowns, Maria Lucia Hohan sculptural shapes - these are the kinds of pieces that do the talking for you. They’re bold, photogenic, and feel right at home on a red carpet (or at least somewhere with very good lighting).

Black-tie weddings lean a little softer, but still call for drama. Long dresses still lead, but there’s room to play with texture, colour and unexpected details.

Renting is the best way to do black-tie. One great dress, worn once, loved fully, then rotated on.

Have a Black-Tie event coming up soon? Rent from the Black-Tie edit with 15% off your first rental!