Calling all Little Monsters! A new two-day rental pop-up is about to change the gig style game. If you want to rock-wales/”>rock Lady Gaga-level outfits at her upcoming Mayhem Tour without draining your wallet or wrecking the planet, this is your moment.
Research reveals nearly 1 in 5 UK music fans (19%) think a killer outfit is just as vital as snagging a ticket. So, live ticket giant viagogo has teamed up with fashion rental app By Rotation to launch Born To Rotate – the world’s first concept store offering exclusive Gaga-inspired rental pieces.
From Friday 26 to Saturday 27 September, visit The House of ByRo Store in Mayfair to browse iconic looks curated by celebrity stylist Rhea Francois (stylist to Maya Jama and Sabrina Elba). The collection channels Lady Gaga’s evolution Overover two decades, letting fans rent designer outfits inspired by her most memorable eras.
Even better? Use code VIAGOGO for 15% off all rentals, both in-store and online!
Why Dressing to Impress Is Gig Culture’s Next Big Thing
- 28% of fans say dressing up boosts their gig enjoyment.
- 29% believe it expresses their personality.
- 21% say it helps connect with the fan community.
- Nearly a third think Lady Gaga is the biggest fashion concert icon, Moremore than Beyoncé or Madonna.
Celebrity stylist Rhea Francois says, “Each Gaga era is a cultural moment, from jaw-dropping red carpets to iconic music videos. Putting together this edit was a dream — music lovers will love dressing up in these legendary looks. Finding the perfect gig outfit is half the fun!”
Stars Back the Sustainable, Stylish Move
Eshita Kabra-Davies
, CEO of By Rotation, says: “Lady Gaga is all about fearless fashion self-expression — exactly what By Rotation stands for. We believe fans want to dress to impress without harming the planet or their pockets. Born To Rotate lets them do just that with style and sustainability.”
Candy england/england/fortescue/”>fortescue/”>Fortescue from viagogo adds: “The fan journey is evolving beyond tickets. What you wear matters. Our partnership brings fans a sustainable, affordable way to shine inspired by Lady Gaga—because every gig should be unforgettable.”
How to Get in on the Action
- Pop-up dates: 26-27 September, 10am-6pm at The House of By Rotation, 31 Brook Street, Mayfair, London W1K 4HF
- Rent online anytime via the By Rotation app and website
- Grab last-minute Lady Gaga Mayhem Tour tickets now at viagogo.com
Don’t miss out on your chance for a true Bad Romance concert look — all while saving cash and helping the planet!
About the Research
Survey of 1,000 UK live music fans aged 18+, conducted late August to early September 2025, exploring fashion and concert culture.
About viagogo
The world’s leading marketplace for buying and selling tickets to live events worldwide. Operating in over 200 countries and territories with 300 million tickets annually, viagogo makes unforgettable experiences accessible.
About By Rotation
The UK and US’s largest peer-to-peer fashion rental app, dubbed the Airbnb of designer clothes. Founded in 2019, it empowers over half a million users to rent out wardrobes, including celebs like Helen Mirren and Ellie Goulding. By Rotation champions circular fashion, combining style with sustainability.
