New collaboration between By Rotation & Tanqueray explores the power of storytelling

Award-winning musician and Cabaret star Self Esteem’s treasured garments join an exclusive collection available for loan through Tanqueray and the premier fashion rental app, By Rotation. Instead of payment, borrowers share their memorable stories.

This unique collection features garments each bearing a scannable label revealing the rich history and journeys of the items. New users contribute to this legacy by sharing their own experiences, thus weaving a tapestry of memories into the fabric.

Launched off the back of Tanqueray-commissioned research indicating a strong connection between Brits and their memorable outfits and drinks during pivotal moments, this collection aims to celebrate these connections. It includes eight distinctive pieces, each paired with Tanqueray Gin (including a non-alcoholic option) and a bespoke cocktail recipe linked to the outfit’s first narrative.

Highlights include Self Esteem’s memorable white suit from her Blur support act at Wembley, RuPaul Drag Race UK’s Cara Melle’s debut outfit inspired by ‘Xena: Warrior Princess’, and a pink Rejina Pyo dress from By Rotation’s founder, Eshita Kabra-Davies, showcasing the platform’s success.

Rebecca Lucy Taylor (Self Esteem) expressed her excitement over the collection, emphasizing the emotional value and memories attached to her white suit from the Wembley performance.

Charlotte Gibbon from Diageo GB celebrated the collection’s ability to encapsulate significant life moments through fashion and shared experiences, emphasizing Tanqueray Gin’s partnership in creating memorable moments.

Eshita Kabra-Davies highlighted By Rotation’s enthusiasm for this sustainable, community-driven initiative, sharing her personal connection to the pink Rejina Pyo dress and its role in significant career milestones, embodying empowerment and sustainable impact.

To rent from the collection and add your own story into the pieces, download and open the By Rotation app, search for The Tanqueray Edit and choose the outfit you’d like to rent. Alongside a complimentary bottle of Tanqueray (Tanqueray 0.0% available), renters will receive their chosen outfit with a unique QR code to scan and follow the journey of the piece so far, as well as adding their own chapter.