LONDON — Lulu Guinness is stepping into the world of fashion rentals with a debut showcase in London’s Mayfair.

The accessories designer is taking over By Rotation’s physical space, House of ByRo, for two days to highlight some of her signature handbag designs.

The showcase marks the launch of a partnership between the brand and By Rotation, the peer-to-peer fashion rental app.

As part of the collaboration, a special edit of Guinness’ most celebrated pieces — from archival favorites to modern bestsellers — will be available to rent through the app all summer.

“By Rotation is the most brilliant idea, and we are thrilled that our bags will be enjoyed by such a glorious community of fashion-lovers,” said Guinness.

The rental collection includes styles such as the satin Fan Clutch from 1998, the original Florist’s Basket from 1993, and highlights from the recent spring collection. In addition to renting, users will also have the option to purchase pieces.

Eshita Kabra-Davies, founder of By Rotation, said this is the first time that Guinness’ designs are available to rent. “It’s incredibly exciting to see such a beloved British brand join the rental revolution, opening up their world to a new generation of conscious fashion lovers,” she said.

This is not By Rotation’s first luxury partner. In 2023, the rental app teamed with Net-a-porter on a rental edit that featured more than 100 partywear pieces across dresses and bags from luxury and contemporary designers, including Nina Ricci, Rebecca Vallance, Saloni, Victoria Beckham and Roksanda.