Going to a Lady Gaga show is as much about fashion as is the music. After all, Mother Monster is a master at serving excellent looks – so why shouldn’t her fans be, too?
Recent research by viagogo has shown that almost one in five music fans believe a great outfit is as important as having a ticket to the show. And given that the artist is playing the O2 next week, the mission is clear: look fabulous.
Of course, with limited budgets and a limited wardrobe, that can be hard. But By Rotation might have the solution. The clothes rental service has just launched Born To Rotate with viagogo: the world’s first concept store that offers fans the chance to get ready for the show – with a discount, naturally.
The pop-up lasts two days, and will offer fans the chance to rent a selection of designer items inspired by the singer’s career, between Friday 26 and Saturday 27 September. It’s been curated by stylist Rhea Francois, whose clients include Maya Jama, Sabrina Elba and fashion houses like Louis Vuitton and Ferragamo).
Given that 28 per cent of music fans say putting effort into their outfit enhances the whole festival experience (and 14 per cent wish it were easier to shop sustainably for their festival outfits), this seems like an obvious slam-dunk.
The collection can be shopped in-store and online on the By Rotation app and website, and shoppers will be able to get 15 per cent off all Born To Rotate rentals with the code ‘viagogo’. For a limited time only, of course.
“It’s not everyday you receive a brief to collate an edit inspired by one of the biggest stars on the planet,” Francois said in a statement announcing the news.
“Each era represents a cultural moment in time, from red carpet appearances to attention-grabbing music videos, with the whole world watching and following in her trend-setting footsteps. I am excited to see music lovers enjoy dressing up in some iconic looks - we all know one of the best parts before a gig is finding your dream outfit!”
Lady Gaga’s Mayhem Ball is at the O2 from September 29 until October 4
