BORN TO ROTATE! GIG READY RENTAL OUTFITS AIMED SUPERSTAR’S FANS AHEAD OF UPCOMING UK TOUR

Calling all Lady Gaga fans: if you want to serve Gaga-level looks at her upcoming shows without blowing your budget or the planet — we’ve got you covered.

Following new research that found almost one in five music fans believe a great outfit is as important as having a ticket to the show (19%), the world’s leading ticket marketplace viagogo is teaming up with the world’s largest peer-to-peer fashion rental app By Rotation to launch Born To Rotate: the world’s first concept store dedicated to offering the pop star’s fans the opportunity to get glam ready – all at a discount price. 

The two-day rental pop-up will feature outfits inspired by the singer’s career and designed to elevate fans’ gig experience by sourcing their dream concert look, all without breaking the bank.

Inspired by one in seven music fans wishing it was easier to buy or rent sustainable outfits for gigs/festivals (14%), fans can choose to rent a host of designer, era-defining looks ready for their own Bad Romance moment – just in time for her Mayhem Tour, kicking off Monday 29 September.

From Friday 26 to Saturday 27 September, visitors can browse exclusive pieces at The House of ByRo Store curated by celebrity stylist Rhea Francois (clients include Maya Jama, Sabrina Elba, and fashion houses like Louis Vuitton and Ferragamo), with styles that channel the full Hollywood star’s evolution over past two decades.

The best part? You can nab 15% off all rentals with code ‘VIAGOGO’ from the Born To Rotate edit – but only for a limited time, both in-store and online via By Rotation’s app and website. A truly first come, best dressed offering!

Celebrity stylist, Rhea 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!”

Further research by ticketing platform viagogo reveals that one in four music fans believe dressing up for concerts makes the entire experience more memorable. In fact, 28% say that putting effort into their outfit enhances the enjoyment of the event, while nearly a third feel that dressing up makes a gig or festival feel more special and exciting.

For many fashion-forward British music lovers, it’s about more than just style. Nearly 3 in 10 (29%) see it as a way to express their personality, 28% say it boosts their confidence, and 21% feel it helps them connect with a wider fan community – turning a night out into something truly unforgettable.

Lady Gaga continues to captivate fans – not just with her music, but with her powerful presence across fashion and activism. In a recent survey of 1,000 music enthusiasts, nearly a third (31%) hailed her as a fashion icon and source of inspiration. Meanwhile, 29% said she’s had more influence on how fans dress at concerts than any other artist.

But it’s not just her on-stage persona that resonates. Off stage, the multi-talented star’s bold advocacy for LGBTQ+ rights has struck a chord, with one in five (20%) viewing her as an inspirational public figure beyond the music world.

With one in four fans saving between £50 to £100 by renting instead of buying outfits – and twice as likely to dress up like the star compared to the likes of Taylor Swift, Beyoncé, or Madonna – viagogo and By Rotation’s ‘Born to Rotate’ pop-up couldn’t come at a better time.

Eshita Kabra-Davies, founder and CEO of By Rotation, commented: “Lady Gaga has always championed fearless self-expression through fashion, and that’s exactly what we stand for at By Rotation. 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.”

The edit will also be available to rent via the By Rotation app and website whilst the Lady Gaga Mayhem Tour is in London. 

To visit the Born To Rotate pop-up, head to The House of By Rotation Store, 31 Brook Street, Mayfair, London W1K 4HF on 25 – 26th September, from 10am – 6pm each day.

For any fans aiming to snap-up last-minute tickets to see the Queen of Pop in concert, then tickets to her London shows are available to purchase from viagogo.com, the world’s leading ticket market place.