Lady Gaga Inspired Fashion Rental Pop Up Launches in London — Offering Fans Statement Looks Without the Waste

Fashion-forward fans of Lady Gaga now have a new way to serve iconic, era-defining looks for her upcoming Mayhem Tour without the hefty price tag or environmental impact.

In a first-of-its-kind collaboration, ticketing giant viagogo and peer-to-peer fashion rental platform By Rotation are launching “Born To Rotate”, a two-day fashion rental pop-up designed exclusively for Little Monsters. The initiative combines high-impact style with sustainable fashion choices, allowing fans to rent bold, Gaga-inspired outfits just in time for her much-anticipated London shows.

Running from Friday 26th to Saturday 27th September at The House of By Rotation Store in Mayfair, the Born To Rotate pop-up offers curated looks spanning Lady Gaga’s most iconic fashion moments—from red carpet couture to avant-garde stagewear. The outfits, styled by celebrity fashion curator Rhea Francois (known for working with Maya Jama, Sabrina Elba, Louis Vuitton and Ferragamo), reflect two decades of the pop icon’s influence on fashion and culture.

The concept answers a growing demand for sustainable event dressing. According to recent viagogo research, nearly one in five music fans believe what they wear to a concert is just as important as having a ticket. Meanwhile, 14% wish it were easier to access eco-friendly outfit options for gigs and festivals.

Rather than purchasing new clothes for a single wear, fans can rent designer and statement pieces via By Rotation, the UK’s leading fashion rental app. The initiative helps promote the circular fashion economy, reducing waste while giving fans a chance to wear one-of-a-kind outfits that embody Gaga’s fearless self-expression.

A 15% discount on all rentals from the Born To Rotate edit is available in-store and via the By Rotation app and website, using the code ‘VIAGOGO’ — but only for a limited time.

Eshita Kabra-Davies, founder and CEO of By Rotation, explains: “Lady Gaga has always used fashion as a tool for radical self-expression – something we deeply believe in at By Rotation. This pop-up lets fans make bold style choices that don’t come at the expense of the planet or their bank accounts.”

Research by viagogo shows that nearly one-third of fans believe putting effort into their outfit enhances the overall concert experience. 29% say it’s a way to express their personality, while 21% see it as a way to connect with other fans and build community.

Unsurprisingly, Lady Gaga tops the charts as the artist with the most influence on concert fashion, cited by 31% of fans as their ultimate style icon. Her impact extends beyond music into activism, with one in five fans also viewing her as an inspirational public figure.

Candy Fortescue, Head of Supply and Ticketing at viagogo, adds: “Fans today are looking for more than just tickets — they want to live the full concert experience. That includes dressing the part. Our partnership with By Rotation helps bring that vision to life, blending sustainability with show-stopping fashion.”

Fans can visit the Born To Rotate store at: The House of By Rotation, 31 Brook Street, Mayfair, London W1K 4HF

Open Friday 26th – Saturday 27th September, 10am – 6pm

The full rental edit is also available online via the By Rotation app and website during Lady Gaga’s Mayhem Tour dates in London.

And for those still looking to secure their seat at the show, last-minute tickets are available via viagogo.com — the world’s largest ticket marketplace.