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When By Rotation got in touch to let me know they've opened a pop-up store in Mayfair to celebrate the festive season, I was over the moon. You see, I've always wanted to be a girl who rents. It's cool. Telling colleagues at the work Christmas party that your outfit is rented is cool. But I've not always found the process of renting outfits the easiest.
I'm between sizes, so banking on party dresses from brands I've never worn before fitting is quite the gamble. What's the back-up at short notice? Plus, having to trek to my local, always-busy-at-lunchtime Post Office to do returns isn't the most complimentary to a jam-packed diary.
A pop-up store which solves all of those issues, then? Genius. ‘The House Of ByRo’ opened last month on Brook Street, Mayfair. Spearheaded by the brands' founder Eshita Kabra-Davies, it's a two-story treasure trove of current and past season, sparkle-adorned festive season outfits. Bags, shoes and jewellery included. You can whiz around during your lunch break (as I did, exactly), try a few pieces in the very aesthetic fitting rooms, and trot of with your festive get-ups sorted.
My favourite piece was a Self-Portrait, open-back, open-knit maxi dress, in an unconventional blue hue which would certainly set you apart from the rest of a red and green crowd. I was also obsessed with the Lulu Guiness Present Clutch, a re-edition from the brand's archive which has been updated with a sumptuous Lulu Red velvet ribbon. Playful but also chic, it’s the perfect celebratory statement.
Ahead, read my full By Rotation Dressing Room Diary.
1. The open-knit maxi dress
I loved this dress so much more than I thought I would. It's ethereal and mermaid-like: perhaps not the most conventional choice for a Christmas party, but elegant all the same. Every inch is covered with tonal turquoise sequins and beads, and the cut-out back is framed with fluttery ruffles that are just so flattering. I loved that it sparkled from every angle – and the sheer skirt is a subtle nod to the naked dress trend cosigned by Dua Lipa and Kendall Jenner.
2. The sequin-adorned gown
Up next, another dress I was surprised by. By Dame Helen Mirren, this sequin-adorned gold maxi is cut is such a flattering shape. Little jewellery is needed thanks to the high neck and cut-out detailing to the chest.
3. The structured mini
I had my eye on this structured mini dress before I even entered the store, so I was delighted to see it hanging – in all its glory – on the ground floor. I love the tulip-shaped skirt and square neckline, which is detailed with a pearl trim and intertwined with black velvet fabric. The shoulder pads add welcome structure to the piece, and the bouclé-tweed fabric has a glint of shimmer thread running through for party season sparkle.
4. The gift-shaped clutch
How could I not include the Lulu Guinness burgundy Present Bag in a round-up of party season accessories? A re-edition from the archive – lovingly handcrafted from plush velvet – the brand has updated the Present Clutch in Rosewood the hue of the season, Oxblood. In equal parts playful and chic, it's so apt for festive parties, and has ample space for all your essentials.
5. The boucle mini dress
There's a bit of a running theme here. That being: Self-Portrait dresses. Clearly I was feeling the brand on the day I visited the By Rotation pop-up. ICYMI, the brand is by Malaysian-born designer – and alumnus of Central Saint Martins – Han Chong, who specialises in collections that are special yet accessible. Their feminine dresses, that are just perfect for wedding receptions and events, get my vote time and time again – and this boucle mini is no exception. It's just a little short for me.
6. The sparkle Benedetta bag
Ahead, all the proof you needed that the By Rotation pop-up is not just a go-to for dresses and tailoring. There are so many accessories to complete your look, too. Choosing between the silver and pink Benedetta Bruzziches bags was like choosing between children.
7. The crystal-embellished party dress
Shock, horror – another Self-Portrait dress. I didn't find this silhouette to be the most flattering for my body shape – but I did still love it. It's stretchy and knitted, and the neckline is embellished with dazzling crystals.
8. The Vampire's Wife puff-sleeve
I fell in love with The Vampire's Wife dresses when Kate Middleton famously wore one circa 2020. In fact, Kate Middleton and Princess Beatrice were often both seen wearing the trending, glittery dresses over the years – before the brand closed. You can still rent a few pieces via By Rotation, luckily, this gorgeous puff-sleeved mini included. The jacquard fabric is structured and flattering – and the baby-pink hue makes it wonderfully season-less.
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