COLLECTION LAUNCH  |  SÓ BY RHODA

Introducing Só by Rhoda: Ireland’s First Fashion Brand Designed for Rental

Something has been quietly in the making — and now, it’s finally here. Só by Rhoda is Ireland’s first occasionwear label designed specifically for rental, and today, I couldn’t be more proud to introduce you to the collection.

Born from eight years of dressing Irish women for their most memorable moments through Designer Room, this label is everything I’ve learned about what women actually want to wear — and wear again, and again.

Why I Created Só by Rhoda

After almost a decade in luxury dress hire, I noticed a gap. The most beautiful gowns — the ones that made women gasp when they put them on — weren’t always designed with the realities of a real woman’s body, or a real Irish occasion, in mind.

Só by Rhoda changes that. Every piece in this collection has been designed from the ground up for the way women actually live and move — with fabrics sourced from Milan, produced right here in Ireland, and cut to flatter a range of real body shapes. These are high-impact black-tie gowns that feel as good as they look.

The Collection

The debut drop is a tight, considered capsule — because that’s intentional. Rather than flooding the rails with options, Só by Rhoda launches in small, curated releases. Each piece is chosen for its versatility across occasions, its longevity in style, and its ability to make the woman wearing it feel extraordinary.

Think sweeping silhouettes, luxurious Italian fabrics, and that particular confidence that comes from wearing something made with real thought and care. These are not fast-fashion gowns dressed up in designer packaging — they are the real thing, made to be worn, returned, and loved by the next woman who steps into them.

Fashion That Makes Sense

Renting is no longer a compromise — it’s a choice. A smart one. The most stylish women I know are wearing the most beautiful pieces precisely because they’re not buying them. They’re renting. They’re showing up in something stunning, something fresh, something that hasn’t been seen on their Instagram grid three times already.

Só by Rhoda was designed with this woman in mind. She values quality. She cares about how she looks. And she’s smart enough to know that owning a gown she’ll wear once isn’t the flex it used to be.

How to Hire Só by Rhoda

The collection is available exclusively through Designer Room, based in Sandymount, Dublin 4. You can browse and book at designerroom.ie, or come in to try pieces on in person — because there’s nothing quite like seeing yourself in a gown that was made for you.

New drops will be released in small capsules throughout the year, so follow along on Instagram to be the first to know what’s coming next.

With love,

Rhoda

June 2026