Lady Gaga-inspired outfit rental pop-up heading to London for ‘THE MAYHEM BALL’ tour

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A pop-up store offering Lady Gaga fans outfits inspired by Mother Monster is set to open in London for a limited-time.

The UK leg of Lady Gaga’s ‘THE MAYHEM BALL’ tour will kick off at the end of the month, with the star due to play four gigs at London’s O2 Arena before she heads to Manchester for a pair of shows at Co-op Live.

To help fans prepare, the world’s largest peer-to-peer fashion rental app By Rotation has announced a special pop-up event in partnership with global ticket marketplace viagogo. The London-based Born To Rotate will be open for two days and offer Little Monsters the opportunity to get glam-ready with outfits inspired by Gaga’s impressive wardrobe.

The collection has been curated by celebrity stylist Rhea Francois with looks that channel the ‘Abracadabra’ singer’s evolution over the past two decades.

“It’s not everyday you receive a brief to collate an edit inspired by one of the biggest stars on the planet,” she said in a statement. “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!”

Born To Rotate will be located at The House Of By Rotation Store at 31 Brook Street in Mayfair, London, and runs September 26-27. The pop-up will be open everyday between 10am and 6pm BST.

The collection is live and available to rent via the By Rotation app and website ahead of the ‘THE MAYHEM BALL’ tour arriving in London this month. Fans can get a 15 per cent discount by using the code “VIAGOGO’”.

“Lady Gaga has always championed fearless self-expression through fashion, and that’s exactly what we stand for at By Rotation,” said founder Eshita Kabra-Davies. “Viagogo is all about giving fans access to live events, and we believe that what you wear is a key part of that experience, which is why we’re so excited to partner with them on the Born To Rotate pop-up. We know fans want to dress to impress without compromising on sustainability or their budget. Pop fans can make a bold fashion statement while supporting the circular economy – offering style without the waste.”

Candy Fortescue, Head Of Supply And Ticketing at viagogo said: “At viagogo, where fans find tickets to the events they love, our mission has always been to ensure no one ever misses out on unforgettable live experiences. But we recognise that the fan journey is evolving, especially when it comes to what they wear. That’s why we’ve partnered with By Rotation to create the ‘Born To Rotate’ edit — a curated, sustainable fashion collection inspired by the one and only Lady Gaga. It’s not just about dressing up; it’s about helping fans express themselves confidently, affordably, and consciously.”