Air Partner Magazine Spring Summer 2025 UK - Magazine - Page 22
Y O U R L U X U R Y WA R D R O B E
UK AND US SUCCESS, UAE NEXT:
destination wedding? By Rotation. Keen to
BY ROTATION’S GLOBAL AMBITION
dip your toe into the archival runway trend
When the world emerged from its
for your next red carpet? By Rotation again.
post-COVID haze and calendars 昀椀lled
it's a model that simply makes sense.
with events, By Rotation became the
go-to for those seeking an endless array of
extraordinary pieces. Initially launched in the
UK, the momentum was undeniable, and in
Even for those with unlimited buying power,
By Rotation’s 昀椀ve-storey townhouse in
Mayfair, just steps from Claridge’s, is more
than a showroom. Here, customers can
2023, the brand made its highly anticipated
browse, try on, and rent items on the spot,
debut in the US. “Our US users are incredibly
as well as access the platform’s exclusive
engaged,” Eshita noted. “The average order
‘Managed’ service. Designed for time-starved
value and the fact we became pro昀椀table so
VIP clientele, the service takes care of
Many see it as a way to
extend the life of their
wardrobes, allowing them
to purchase guilt-free
knowing these stunning
pieces won’t just languish
unseen after one wear.
quickly show just how valuable this concept
is at a luxury level.”
“The UAE is the natural next step, and we’ll
be launching there by the end of 2025,”
she added. “The wardrobes are incredible,
and with sustainability being promoted in
the region, the appetite for more conscious
consumption is clear.” But this marks just
one part of Eshita’s long-term vision. “We’re
committed to making By Rotation a global
platform. Additionally, we’re eager to diversify
into new sectors – from art to furniture.”
CLOSET CONCIERGE:
LENDING MADE EFFORTLESS
For high-net-worth Rotators, renting and
lending isn’t about making savings or
pro昀椀t – it’s about purpose. Many see it as
a way to extend the life of their wardrobes,
allowing them to purchase guilt-free knowing
these stunning pieces won’t just languish
unseen after one wear. And the other
obvious appeal? Access. Looking for a rare
vintage Chanel to complement a dress for a
By Rotation's 昀椀ve-storey
townhouse in Mayfair.
