Q&A: By Rotation founder Eshita Kabra on transforming fashion consumption
As fashion-conscious shoppers increasingly opt to rent clothing, By Rotation founder and chief executive Eshita Kabra talks to Retail Week about the platform’s unique business model and the importance of fostering a considered and inclusive rental community for the future
Eshita Kabra launched the world’s first social rental platform in October 2019. Dubbed the Instagram of fashion rental, By Rotation now counts actress Dame Helen Mirren, singer Ellie Goulding and athlete Dina Asher-Smith among the famous faces currently using the app.
Having launched a partywear collection with Net-a-Porter and partnered with Lidl to offer a more sustainable way of sourcing Christmas jumpers at the end of last year, By Rotation is certainly making a name for itself in the ethical fashion space.
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