Elegance in Rebellion. Meet the female founders breaking moulds and championing fearless innovation. From the founder of the “Airbnb of fashion” to a force redefining the Dubai playbook; these women are carving new frontiers, setting the tone for the next era in their respective fields. Eshita Eshita Eshita is the Founder and CEO of By Rotation, the social network for renting lifestyle premium goods. She founded By Rotation as a side hustle, while working as an investor at Standard Life, Mizuho and Marathon. A Forbes 30 under 30 and Drapers 30 under 30, she writes for Conde Nast Traveller and