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Co-founder of TwentyTwenty Communications | Clients include By Rotation, Sister Jane, Papier, CASETiFY, Rachel Jackson, Balzac Paris & more

Last week, I had the joy of seeing my client, Eshita Kabra, founder of By Rotation, speak on a panel at Vogue Business Fashion Futures. It was an incredibly insightful day filled with discussions on what it takes to build sustainable, innovative brands in today’s challenging landscape. Here are my key takeaways from the event: 1. Eshita shared her experience of raising By Rotation’s seed round, emphasising that UK consumer brands, particularly sustainable fashion start-ups, must demonstrate growth and revenue generation to secure funding, great ideas alone aren’t enough. This sentiment echoed throughout the day, with a consensus that success in sustainable fashion requires patience and a long-term strategy. She also highlighted how her team owns the majority of the business, a strategic choice to retain control of the narrative and direction of By Rotation. 2. Vanessa Barboni Hallik, founder of US-based Another Tomorrow, emphasised that sustainability alone isn’t enough to scale a brand. Products must be desirable, beautifully designed, and aligned with customer priorities. Creating demand for a product is as critical as having a compelling mission. This resonates deeply with our PR strategies, our stories need to connect emotionally and aesthetically to truly capture media’s attention. 3. Depop’s CMO, Peter Semple, discussed how making circular fashion exciting can change how people think about secondhand. Storytelling and branding are pivotal in shifting consumer behavior. For a circular economy to thrive, marketing must make sustainability aspirational and irresistible, an approach we always aim to adopt in our PR campaigns. Eshita’s journey with By Rotation, founded just five years ago and now the world’s largest shared wardrobe, is a testament to staying mission-focused while remaining adaptable. Despite cutting costs by 60% and spending £0 on marketing in 2025, the business achieved 2x YoY growth and is already eyeing profitability in Q1 2025. Can you tell I’m proud? Fashion Futures reinforced that creating impactful change in the industry is a marathon, not a sprint. Thank you Kirsty McGregor for inviting Eshita and me to attend and to Bella Webb for leading such engaging conversations (and a meditation too!). Can’t wait for the next one 🤩 #VogueBusiness #FashionFutures #SustainableFashion #ByRotation #PRAgency #UKPRAgency #PRAgencyLondon

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Eshita Kabra

Founder & CEO at By Rotation | Forbes 30 Under 30

2w

You’re the best, thank you for all the support these last 5 years!

Delisa and Faith Abraham

Board Advisor | Chamber of Commerce | Executive Leadership Coach | Mentor | Business Strategist | International Speaker | Podcast Host

1w

Inspiring journey! Excited to see sustainable fashion grow. 💙

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