Lulu Guinness is delighted to announce the launch of their collection on the trailblazing, designer-fashion rental app, By Rotation.
Huge announcement alert! In a landmark partnership with the UK’s leading fashion rental platform, By Rotation, Lulu’s 30-year archive is now available for rental. A curated edit of vintage and contemporary Lulu treasures, now available to share, love, and wear for a weekend - or forever.
A house full of history
To celebrate the launch, Lulu Guinness took over the House of By Rotation in the heart of Mayfair with a week-long pop-up at 31 Brook Street. The setting was transformed into a whimsical tribute to Lulu’s world: part museum, part boutique - all magic. Guests wandered through a curated collection of archival legends and seasonal bestsellers - available to rent exclusively through By Rotation.
It was a celebration of fashion history. From the original Florist’s Basket Bag (1993) - immortalised in the V&A - to the earliest edition of the Fan Clutch (1998), the collection spotlighted timeless designs that have defined decades of British style. And the best part? These iconic pieces could finally be taken home - not to keep, but to share.
Party like it’s 1999
On launch night, friends of the brand, like Coco Fennell, Sophie Herman, Laura Coleman, Paula Sutton and the legendary Philip Salon, gathered to celebrate the archive with a live DJ set from Fiona Jane, Cîroc Vodka cocktails and Wild Idol’s alcohol-free champagne.
Each guest left with bespoke pouches by artist and maker Zlata, made from original tuxedo bag panels that had been tucked away in the archive for years. Repurposed, reimagined and re-loved, they were a poetic nod to the heart of this collaboration: giving fashion a second life.
Heritage meets the future
“This marks the debut of our handbag rental collection,” said Lulu, “featuring archival treasures and modern icons alike.” The move reflects the brand’s continued evolution while staying true to its founding values: creativity, individuality and timeless style.
It also signals a commitment to a more sustainable fashion future. By Rotation, dubbed the Airbnb of designer fashion and with pieces to rent from the likes of Victoria Beckham and Roksanda, empowers users to rent instead of buy - extending the life of beautiful pieces while reducing environmental impact.
“By Rotation is the most brilliant idea,” Lulu said. “We’re thrilled our bags will be enjoyed by such a glorious community of fashion-lovers.”
For By Rotation founder Eshita Kabra-Davies, this collaboration is a milestone. “This marks the very first time Lulu’s iconic designs are available to rent exclusively on the app. It’s incredibly exciting to see such a beloved British brand join the rental revolution. The perfect pairing of heritage and innovation.”
With over half a million ‘Rotators’ (including Dame Helen Mirren and Ellie Goulding), By Rotation is rewriting the rules of fashion.
So whether you’re revisiting a favourite from your youth or discovering Lulu’s world for the first time, there’s never been a better time to explore. Because fashion is more fun when it’s shared.
#LuluGuinness #ByRotation #RentalRevolution
