Fashion rental services have gone from relative obscurity to stealing the fashion limelight, especially in recent years. Thank the perfect storm of an awareness of sustainability in fashion, a shift to rejecting fast fashion and the cost-of-living crisis which makes mindless purchases a thing of the past.
By Rotation, founded by Eshita Kabra-Davies, began gaining momentum before the start of the pandemic in October 2019 and continued to grow despite the worldwide crisis. Even though there were no parties to attend, or gatherings to gather at, the sharing of luxury and everyday clothing on peer-to-peer platforms such as Kabra-Davies’ gained popularity by the truckload as users sought any sort of excitement to liven up a life in lockdown.
