Powerhouse rental company By Rotation hit the streets of London earlier this month with their pop-up store and after-party. Collaborating with Ukrainian clothing label "CULTNAKED", the designer platform seeks to make fashion accessible, sustainable and--above all--glamorous.
Launched by entrepreneur Eshita Kabra-Davies (Forbes 30 Under 30 - Technology) as the first clothing rental app in the UK, the platform boasts hundreds of designer labels, apparel and accessories at affordable prices. Profits are so high for certain lenders that they can outweigh the average cost of their listed items.
Finishing off their London Fashion Week run with a glamorous after-party at the ME London hotel, the evening saw fashion-insiders dressed in rented pieces plus a special performance by DJ trio Hale Zero.
With the platform recently expanding its market to the US, there is no doubt that it will continue to leave a huge mark on the fashion industry.
How Fashion Designer and Mom to a 2-Year-Old Mary Furtas Gets It Done
“I’m just much more adult, calmer, and more diplomatic with people. You grow.”
https://www.thecut.com/2023/03/how-cultnaked-designer-mary-furtas-gets-it-done.html
When news of Russia’s invasion broke, Cultnaked founder and Ukrainian fashion designer Mary Furtas was home, preparing to celebrate her daughter’s first birthday. “I couldn’t sleep very well on that day or any particular day before,” she tells POPSUGAR over Zoom from a new location. “I was constantly waking up at night to check the news, and then I picked up my phone and there’s a message that…
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When news of Russia's invasion broke, Cultnaked founder and Ukrainian fashion designer Mary Furtas was home, preparing to celebrate her daughter's first birthday. "I couldn't sleep very well on that day or any particular day before," she tells POPSUGAR over Zoom from a new location. "I was constantly waking up at night to check the news, and then I picked up my phone and there's a message that they started bombing the cities." Furtas escaped to Poland with her daughter, shutting down operations for the brand she launched almost five years ago.
The label, which is loved by celebrities like Kendall Jenner and Megan Fox, gained recognition for its high-octane approach to going-out clothes, designed with a passion for the female form. Cultnaked's sustainable business model also stands out; it is made to order and repurposes whatever little stock it keeps into new silhouettes. This thoughtful approach to production, combined with the quality of the fabric, has turned Furtas into one of Ukraine's leading next-gen designers.
"I want to keep going for the people, for my team, and for the economy of the country."
The war put a pause on the label's business plans, but that hasn't stopped Furtas from charting a path forward. Shortly after the invasion, she shut down her website, leaving only one message on the homepage: "You should focus on the war." She has since leveraged her growing social media platform to raise awareness, amass funds, and support the local community and her team in particular, many of whom are still based in Ukraine. While she has since resumed operations in a limited capacity, she's also turned Cultnaked into a powerful messaging vehicle. Now, a new message is displayed on the site: "UKRAINE MUST GO ON." "I want to keep going for the people, for my team, and for the economy of the country," she says.
Furtas spoke to POPSUGAR about the impact of the Russian invasion, the fashion industry's response to the war, running a business in these challenging times, and her hopes for the future of the industry.
Read on for the full interview, which has been edited for clarity.
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