Digital women’s fashion rental platform, Rotaro, has inaugurated its first-ever pop-up store in London. The curated room, which will be open for two months on Carnaby Street in Soho, will feature rental items by Anouki, House of Sunny, JW Anderson, Stine Goya, Materiel Tibilisi, and Stand Studio.

Customers will be able to rent goods in-store and pick them up the same day, or they will be able to try on ensembles and reserve them for a later date.

Customers can browse the whole Rotaro inventory online and have it delivered to their homes using the pop-smart-up’s displays. Rentals range from 14 to 70 pounds for four days, with items ranging in size from UK 6 to 16.

Co-founder of Rotaro, Georgie Hyatt, said the shop will be used for collaboration, inspiration, and education. They aim to provide a location where the community can come together, hold events, panels, and seminars, and assist them on their circular fashion journey.

He added discovering new brands, developing a unique style, and learning about innovative methods to experiment with fashion more consciously are all part of the store's mission. In addition, they're working with their brand partners to promote them as pioneers in the circular fashion economy.

Rotaro, dubbed a "zero-waste" store of the future, also ensures that nothing from the store ends up in a landfill. The rental company will use biodegradable and recyclable packaging, as well as renting furniture, technology, and artwork, and ensuring that the floral installations are replanted.

The Rotaro pop-up will also serve as an educational center, with creative workshops, panel discussions with sustainable thinking leaders, and designer and artist collaborations.

The company is teaming up with Futerra, a pioneer in sustainable consulting, to bring the future of fashion to life in-store, with interactive digitals that will guide customers on their road to more conscious fashion consumption.

Rotaro will also collaborate with Partnership Editions, an online accessible art platform, to create a rotating schedule of exhibits throughout the pop-up. Partnership Editions' artwork by rising artists will be accessible to view in-store and purchase via a dedicated area on the Partnership Editions website, which was chosen for its shared principles on "accessibility, curation, and beautiful design. Prices will start from 220 pounds.

retail director at Shaftesbury, Amantha Bain-Mollison, said Rotaro, a womenswear rental label, has just arrived in the neighborhood, and they're quite pleased about it. They strive for sustainability in a brand, and Rotaro's forward-thinking digital technology and zero-waste mentality make it a perfect fit for Carnaby.