Rhea Francois Discusses The By Rotation & viagogo Concept Store Ahead of Lady Gaga's 'The Mayhem Ball Tour'

Concert culture has evolved, transforming into an experience defined not just by what you hear on stage - but what you wear in the crowd. Inspiring an iconic crossover, Lady Gaga’s upcoming Mayhem Tour unites three influential powerhouses to launch the first ever concept store dedicated to the star’s fans. 

Viagogo - the world’s leading ticket marketplace - has teamed up with By Rotation, the largest peer-to-peer fashion rental app, alongside acclaimed celebrity stylist Rhea Francois, hoping to elevate the concert experience with outfits inspired by Lady Gaga’s on-stage performances. Open to visitors from FSeptember 26th-27th, the store, ‘Born To Rotate’ is a product of its time - and a chance to dress to impress for less. 

Stylist Rhea Francois, whose clients include Maya Jama, Sabrina Elba, and fashion houses like Louis Vuitton and Ferragamo, set out to quench a thirst for sustainable and more financially accessible looks. And with each era representing a cultural moment in time, Francois’s stylistic decisions allow fans to unleash their inner Gaga all while protecting their purse. 

Amidst the recent buzz of runways and presentations, we spoke to Rhea about what inspired and motivated her for this collaboration.

It’s the season of fashion weeks, are there any particular designers you've been especially impressed or inspired by so far?

I love Diotima's new collection. Rachel Scott is incredible, her new collection is stunning. Every piece feels alive, from the textures to the colours to the story behind the collection. It has me super excited for spring next year.

Having styled stars like Maya Jama, Kelly Rowland, and Sabrina Elba over the past seven years, how does it feel to see your work admired by millions - and knowing it’s inspired so many looks off the red carpet too?

Honestly, it still blows my mind. As a stylist, the ultimate goal is to make my clients look and feel their best. So to know that energy transcends is a beautiful thing. 

I love how your looks for Sabrina Elba last year blended that classic suit style with feminine glamour. Do you ever draw on this aesthetic in your own personal style?

Definitely, my style is quite clean, I love blazers, they're such a staple for me. But I also like to elevate that simplicity with statement jewellery. I love to blend the sharpness of tailoring with a touch of femininity. Those contrasts are my favourite.

Did you have a favourite Gaga era when curating the looks - one that gave you the most creative freedom or resonated with you personally?

Oh definitely! Fame Monster for sure - when I was in my teens I was a true monster! Lady Gaga influenced my teenage style so much. I’d often base entire outfits around her looks, then go on a hunt for cool accessories to recreate her signatures. What I loved most was the playfulness Gaga brought to fashion, and I think that energy has definitely carried through into my work today.

Some people equate ‘sustainable fashion’ with having to wear drab, second-hand clothing. Obviously Gaga’s eras are anything but drab - how do you think you show, through this collaboration, that you can make equally bold statements in a way that’s still planet-friendly?

Something great about Gaga is how she uses fashion to make statements. Not everyone has those bold, creative pieces sitting in their wardrobe and that’s where By Rotation comes in. It gives people the chance to rent something they might never usually buy, and really experiment. For me, that’s what it’s all about, having fun, playing with style, and tapping into that bold side we don’t always get to show. And you can do it without the commitment of buying, in a way that’s both affordable and planet friendly.

The research by Viagogo revealed one in four music fans believe dressing up for concerts makes the experience more memorable. When it comes to the dancing and comfort element of concerts, how much did function and practicality come into play when curating the looks?

I definitely made sure to include a variety! Practical bodysuits, dresses with stretch so you can dance and move freely. I like to prove that you don’t always have to sacrifice comfort for boldness. But in the same breath I say beauty is pain so if you want to fling on a super high heel - go for it. I included some of those options too! It’s all about giving people the choice to express themselves, whether they want to prioritise ease, drama, or a mix of both.

Gaga recently donned a look created by two Central Saint Martins students - why do you think it’s important to celebrate and support emerging designers? Do you think there’s still room for originality?

It’s so important. I think there’s often too much pressure to only wear the ‘biggest’ names, but the truth is, all of our favorite designers started somewhere. Supporting emerging talent not only gives them the platform they deserve, but also brings fresh ideas into the mix. I always try to include them in my work because their creativity can be super exciting. Sometimes all they need is that one big break and giving them a platform is how originality stays alive. So yes, I absolutely believe there’s still room for it. Fashion will always evolve, because there are always new characters and new perspectives being added to the mix.

In a nutshell, how would you describe Lady Gaga’s overall style/approach to style if you could?

One of a kind, original and super expressive. She does what a lot of us might be too scared to try. 

For fans eager to channel Francois’s Gaga-inspired looks, By Rotation is offering 15% off all rentals from the Born To Rotate edit with the code ‘VIAGOGO’ - available for a limited time, both in-store and via the app and website.