Lady Gaga Fans, Get Ready to Rent Iconic Outfits for the Mayhem Tour!
Calling all Little Monsters! A new two-day pop-up is about to revolutionise how you rock your gig outfits. Want Lady Gaga-level looks for her upcoming Mayhem Tour without breaking the bank or harming the planet? Your moment has arrived.
Research shows nearly 1 in 5 UK music fans (19%) think the perfect outfit is just as important as the ticket itself. So, ticket giant viagogo has teamed up with fashion rental app By Rotation to launch Born To Rotate — the world’s first concept store with exclusive Gaga-inspired rental pieces.
From Friday 26 to Saturday 27 September, swing by The House of By Rotation in 123
Don’t miss your chance to rock a true Bad Romance look — all while saving cash and supporting sustainable fashion!
About the Survey & Partners
The research surveyed 1,000 UK live music fans aged 18+ in late August/early September 2025, exploring fashion and concert culture trends.
About viagogo: The world’s leading marketplace for live event tickets across 200+ countries, selling 300 million tickets annually.
About By Rotation: The UK and US’s biggest peer-to-peer fashion rental app, known as the Airbnb of designer clothes. Since 2019, it’s empowered over half a million users — including celebs like Helen Mirren and Ellie Goulding — to rent wardrobes and promote circular fashion.
