For the first time, a global womenswear brand is actively encouraging customers to rent out their wardrobes peer-to-peer. By Rotation and Reformation have partnered to make circular fashion more accessible – proving that the future of fashion isn’t just about buying better, but sharing better too.
At first glance, the collaboration feels like a natural fit. Reformation has built a cult following around aspirational dressing, and ByRotation has a community of renters experimenting with styles they might not otherwise buy, particularly for occasionwear.
I sat down with Eshita Kabra-Davies, the founder and CEO of By Rotation, to discuss how rental is reshaping our emotional relationship with clothing and why the future of fashion may be built on access, not ownership.
Shakaila: Reformation has built such a strong identity around aspirational, “main character” dressing. Why do you think people are increasingly comfortable renting those emotionally charged fashion moments instead of owning them permanently?
Eshita: Consumers are becoming much smarter and more intentional about the way they shop. People still want those aspirational, “main character” fashion moments, but increasingly, they don’t feel they need to own something permanently to enjoy it.
Partnerships like this help bring that mindset to a wider audience, showing that you can access incredible fashion, experience the excitement of wearing something special, and do it in a way that feels more conscious and aligned with changing shopping habits. At the same time, you’re also empowering another woman by helping her generate extra income from pieces that may otherwise be sitting unworn in her wardrobe.
"We’ve seen how this shift towards intentional consumption aligns with what users are looking for: access, speed, and choice without long-term commitment."
Shakaila: Fashion psychology teaches us that clothing is deeply tied to identity and self-expression. Have you noticed any shifts in people’s emotional relationship with fashion since the rise of rental platforms like By Rotation?
Eshita: We’ve seen a clear rise in experimentation. People are much more willing to try styles they might not normally buy, especially for occasionwear and statement moments.
Rental allows users to access that “wow” feeling of wearing something new, without the pressure of ownership. Instead of investing in pieces they may only wear once, they can explore more expressive, trend-led looks while still building a more considered wardrobe overall.
Shakaila: The collaboration with Reformation comes at a time when consumers are becoming more intentional about shopping. Do you think fashion rental is changing the psychology of impulse buying and “I have nothing to wear” culture?
Eshita: When consumers are faced with last-minute plans, it’s now much easier to rent something on-demand rather than make a panic purchase they may later regret.
We’ve seen how this shift towards intentional consumption aligns with what users are looking for: access, speed, and choice without long-term commitment. Features like “Rent by location” allow users to discover pieces available within their immediate radius, making local, same-day rentals on By Rotation more seamless than ever.
We’ve also partnered with Uber to enable courier delivery, meaning users can now borrow an entire outfit and have it delivered to their door in under 20 minutes.
We’ve seen that one in four rentals happens within 48 hours of an event, showing how on-demand rental is replacing last-minute high street shopping – but with better quality and less waste.
Shakaila: There’s often a misconception that sustainable fashion has to feel restrictive or less exciting. Psychologically, why do you think people still crave novelty in fashion, and how does rental satisfy that need without the same level of consumption guilt?
Eshita: I think it’s a misconception that sustainable fashion is less exciting – if anything, rental expands access and creativity. On By Rotation, there are over 150,000 items listed across sizes UK4 to UK28, including rare and sold-out pieces you simply can’t find elsewhere, like the viral Tory Burch dress that originally retailed at £2,000 (currently sold-out everywhere), but can be rented from £80 per day.
Rental satisfies that need without the guilt of overconsumption, because it offers constant access to newness without permanent ownership.
What also makes it different is the community aspect. Lenders are essentially curating and sharing their wardrobes, so discovery feels more personal and less algorithm-driven than traditional retail. You can find your style match on the app!
Shakaila: By Rotation has always felt community-led rather than purely transactional. How important is the emotional and social side of fashion sharing to the success of the platform?
Eshita: Community is the North Star of By Rotation. Since launching in 2019, we’ve consistently built both in-person and online community activations, and much of our storytelling focuses on real users and their experiences.
We’ve seen how powerful the emotional and social side of fashion sharing can be – from users turning renting into a meaningful side income, to stories like a lender who funded IVF and later surrogacy journey through earnings from her wardrobe.
Beyond transactions, the platform has enabled people to build confidence, connect with others, and even form friendships. By Rotation is more than just a fashion rental app – we are a conscious and self-sustaining community of more than 600K users. By joining our community, not only can you access designer fashion at a fraction of retail price, but you’re also transforming your fashion consumption habits by sharing more.
Shakaila: Looking ahead, do you think the future fashion consumer will value access over ownership? And how do you think that shift could change the way brands approach status, luxury, and personal style?
Eshita: Yes, I think we’re moving towards a future where access becomes just as valuable, if not more so, than ownership.
This shift is being driven by a combination of sustainability awareness, economic pragmatism, and a desire for constant novelty without overconsumption. People still want excitement and newness in fashion, but they no longer need to own everything to achieve that.
By integrating fashion rental into broader travel and lifestyle moments, we’re removing friction and making it easier for people to rent exactly what they need, when they need it. At By Rotation, our goal is to make this experience feel as seamless and habitual as booking an Airbnb.
For brands, this changes everything. They will need to think beyond ownership and seasonality, and instead design for rotation – how a piece lives across multiple wardrobes, occasions, and communities.
Our recent partnership with Reformation highlighted this shift. It showed how brands can extend the lifecycle of their products by embracing peer-to-peer sharing as part of their wider ecosystem, while also reducing fashion waste.
So, next time you’re staring at your wardrobe full of clothes and crying out, “I have nothing to wear!” remember your next best fit might be waiting for you in someone else’s. Explore the By Rotation x Reformation collaboration today!
