A new London pop-up opening this week will give Lady Gaga fans the chance to rent outfits inspired by the star’s most famous looks as she prepares to bring The Mayhem Ball to the capital.
The “Born To Rotate” edit has been created by fashion rental app By Rotation in partnership with ticketing site viagogo, and runs at The House of By Rotation in Mayfair on September 26–27, ahead of Gaga’s four-night O2 residency.
The collection has been curated by London-based stylist Rhea Francois, who has been working in fashion for eight years. Her career has seen her style Maya Jama, Sabrina Elba and Kelly Rowland, as well as collaborate with luxury houses including Louis Vuitton, Dolce & Gabbana and Ferragamo.
Speaking to the Standard at a special preview before heading to Milan Fashion Week, Francois said: “It’s not everyday you receive a brief to collate an edit inspired by one of the biggest stars on the planet.
“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!”
Walking through the rails, she explained how each section reflects a different side of Gaga. “The Monster rail, which covers 2009 until 2011, is a lot more darks and leather, but there are pops of neon. It’s fun,” she said.
“Then we’ve got the Fun Artistry rail, which is more 2013–2014 — we’ve gone for a lot of reds and Amazon prints, there’s some faux fur, and it links into our colour-pop section.” Other sections include Chrome and Reborn.
She also ensured the edit is inclusive: “For the men’s curation, I wanted to make sure they weren’t left out — because sometimes they do get forgotten in these situations.”
Francois, who champions sustainable and more financially accessible looks, said the pop-up is about encouraging fans to take risks without waste. “Most of us don’t have bold, creative pieces sitting in our wardrobe, and that’s where rental comes in. It gives people the chance to try something they’d never normally buy, have fun with style, and tap into that bold side we don’t always get to show — without the waste or the cost of buying.”
Asked to pick her favourite Gaga moment, she chose The Fame Monster: “As a teenager I was a true Little Monster — Gaga had a huge influence on my style. I’d put together whole outfits based on her looks and search for accessories to match her signatures. What stood out most was the playfulness she brought to fashion, and that’s something I’ve carried through into my work today.”
Reflecting on Gaga’s legacy, she added: “It’s the uniqueness of her pieces. Even when she champions young designers, it’s intentional — nothing is random. That’s what elevates it from being just costume. There is no one quite like Lady Gaga. She’s one of a kind, original and super expressive. She does what a lot of us might be too scared to try.”
The Born To Rotate pop-up runs September 26–27 at The House of By Rotation, 31 Brook Street, Mayfair, from 10am to 6pm. For fans who can’t make it down in person, the curation is also available to rent via the By Rotation app and website during Gaga’s O2 shows.
Lady Gaga – The Mayhem Ball (London tour dates):• September 29 – The O2• September 30 – The O2• October 2 – The O2• October 4 – The O2
