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The Fashion Fortune Teller:
show - interviews | fashion forecast: the daily fashion fortune | styling | quantum design - haute couture | alta moda - handmade
| ready-to-select ​| zero waste |
sustainable fashion and methods to ethically consume fashion | app coming soon
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Here we begin a collaborative design process - where you choose from designs already created and we optimize to your fit, your measurements and your color choices.
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Questions? Email: thefashionfortuneteller@gmail.com
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Phone: +39 3444 618 793 - WhatsApp
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The Items are finished in Italy
THE FASHION FORTUNE TELLER - LENS OF FUTURE FASHION
ESHITA KABRA-DAVIES
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INTERVIEW
INTERVIEW: Thursday, November 13th, 2025
ESHITA KABRA-DAVIES
FOUNDER & CEO
BY ROTATION
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What ends the corruption in the design - fashion - art world? A business model that thinks of the people.
Eshita Kabra-Davies’ business model for her founded company, By Rotation shows the first glimmer of Hope: The true antitode to a corrupt fashion business design.
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Gracing the world with her international flair, showing us that life isn’t colour-blind and introducing a community based, circular fashion model to the globe, she leads by example - she empowers others to do the same. Reversing what fashion has been - it’s ok to share and double wear, Again? Yes again.
Meet London-based Eshita Kabra-Davies Founder & CEO of By Rotation the fastest growing and largest online fashion rental platform.
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THE FASHION FORTUNE TELLER:
What was the first thought or the eureka moment that inspired you to start By Rotation?
ESHITA KABRA-DAVIES: The idea first came to me on my honeymoon. I was planning outfits for my trip to Rajasthan and I realised how expensive it was to buy pieces for a “special occasion”. I also couldn’t ignore the environmental impact of textile waste I saw in India. I realised there had to be a smarter, more sustainable and community-driven way to enjoy fashion. By Rotation really grew from there into a platform where people can share what’s already in their wardrobes and make fashion feel more accessible and less wasteful.
THE FASHION FORTUNE TELLER: How do you imagine fashion in the future? Are you hoping to set a precedent for other brands to join the sustainable and waste-free zone?​
ESHITA KABRA-DAVIES: I see fashion becoming more about access than ownership. Just as we now stream music and films instead of buying CDs or DVDs, I think clothing will increasingly be shared, rented, or bought secondhand. I don’t expect every brand to transform overnight, but I do hope By Rotation shows that there’s a real appetite for change and that it’s possible to build a community-centric, profitable business model that’s good for both people and the planet.
photo:@arentyoueshita
photo:@arentyoueshita
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THE FASHION FORTUNE TELLER: What colours do you feel bring the most power into your life?
ESHITA KABRA-DAVIES: I love yellow and red. I feel great in both colours and they bring me back to my heritage in a way. There’s also something really striking about both colours, you don’t need to do much either to make an impact.
THE FASHION FORTUNE TELLER: Which personal accomplishment are you most proud of?
ESHITA KABRA-DAVIES: Building By Rotation from scratch, without a background in tech or fashion. To see an idea born from my own wardrobe grow into a global community of over half a million people feels surreal. But beyond numbers, I’m proud when I hear stories from our Rotators, like a woman funding her IVF journey through her rental earnings. Those moments remind me what this is all about.
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THE FASHION FORTUNE TELLER: If you had tips for young ladies of today, specifically around teenage age, what would you tell them, and what would be your key guiding points?
ESHITA KABRA-DAVIES: Be bolder. The world doesn’t really set women up to ask for more, and I believe I’ve achieved a lot through a mix of hard work and asking for more for myself and my business. The earlier we learn these skills, the better!
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photo:@arentyoueshita
photo:@arentyoueshita
​THE FASHION FORTUNE TELLER: How does it feel to be part of a global fashion revolution and a reversal of fast fashion? I feel there is a movement taking place right now, and By Rotation is at the front of it, taking the lead. How does the word empowerment resonate with you?​
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ESHITA KABRA-DAVIES: It feels both exciting and humbling. The fashion industry can be exclusive and intimidating, but our community shows it can also be collaborative, circular, and accessible. Empowerment, to me, means giving people the tools to make better choices, whether that’s someone turning their wardrobe into an income stream or a young woman renting a dress for her first big job interview. It’s about creating freedom and agency for everyone who loves fashion.
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THE FASHION FORTUNE TELLER: What is the core moment in your life that has allowed you to make the dream of By Rotation come true?
ESHITA KABRA-DAVIES: Looking back, I think it was a combination of two things: my father’s entrepreneurial spirit and my own leap of faith. Growing up, I watched him build his business from the ground up, and it gave me the courage to take risks. Pair that with my moment of clarity in Rajasthan, seeing both the joy and the waste that fashion creates in one place, and it was like all the pieces clicked into place.
photo:@arentyoueshita
All photos: @arentyoueshita
THE FASHION FORTUNE TELLER: Thank you Eshita for your important insights, I'm sure your important words will be very helpful to many.