In The Spotlight: Why Scandi Label Rotate Is On Our Style Radar RNby | July 12, 2019
The last decade has observed the emergence of Scandinavia as a creative hub, and it’s euphoric rise into the upper echelons of the fashion circuit. But it’s difficult to establish what set off this phenomenon. Was it sometime in 2010 with Stockholm-based Acne Studios’ hipster-cool directive of slim-fit jeans, pistol booties, and leather jackets that steered it into Paris Fashion Week? Or was it in 2016 with Danish brand Ganni’s global ubiquity that sparked a fashion cult (#GanniGirls, anyone?) with their unique sartorial juxtapositions and unfailing fixation on reviving the reputation of Scandi fashion? Whichever of the two might have led to the upsurge, it ushered in a new era of Scandi 2.0—a new edict that revived the notions about Scandinavian fashion from minimalistic, androgynous, and austere to one that came to be defined as a consortium of contemporary-cool, fashion-forward style.
At some point last year, our collective Instagram feeds were flooded with street style images of Nordic fashion influencers who left us transfixed with their fresh take on style by means of off-kilter pairings and a more casual, street wear-oriented approach to high fashion. And commanding the vanguard were Danish stylists, creative consultants, and influencers: Thora Valdimars and Jeanette Madsen, who founded their brand Rotate less than a year ago in collaboration with Copenhagen’s iconic concept-store Birger Christensen.
Rotate—the brand’s name transpired from those few recurring pieces in our wardrobe that vehemently resist the cyclical nature of fashion trends; its inception a repercussion of the two founders, friends and colleagues musing over the gaping voids in their respective closets. Even though neither one comes from a design background, they both individually and together had an innate knack for what’s aesthetically appealing and fashionable, with impeccable personal style to boot. Madsen’s effortless style is all about bold colour and contemporary form, while Validmar’s amalgamates a bit of streetwear with directional pieces in a more classic manner. But together, their brand embeds fun details into disco-ready ensembles, remixing styles from the ̓70s and ̓80s with modern elements.
The debut collection launched at Copenhagen Fashion Week, immediately catching the eye of Net-A-Porter’s Lisa Aiken who offered to sign on the brand for an exclusive collection. The 10-piece strong line consisted solely of evening dresses: there were glossy wrap maxis, and embroidered blazer dresses; and then there were the mini dresses, that offset the short hems with dramatic, full sleeves in luscious jacquards and vivid colors. Within a few weeks, they were selling-out like hotcakes, affirming the need for these playful pieces that imbibed disco-glam into modern cuts and silhouettes. But the biggest selling point was the non-intimidating and affordable price point, which appealed to the ‘Rotate Woman’ that Madsen and Valdimars describe as someone who wants to make a statement at a party and have fun with fashion; a woman that has a penchant for playful, feminine, and sexy yet powerful design.
As nascent as the brand is, Rotate has already churned out three superhit collections, and found itself dominating the Scandi street style jetset, finding staunch fans in the likes of Elle Ferguson, Emili Sindlev, Linda Tol, Erika Blodrin, Emma Louise Conolly, Jessie Bush, Elyse Knowles and Natalie Lim Suarez. We can’t wait to see what comes next from Scandinavia’s most-coveted brand. But with the duo’s dexterity to defy the status quo, and saturate each collection with a fresh perspective, we believe that the evening wear label won’t cease to floor us with their stellar creations.
You can shop the covetable pieces from Rotate Birger Christensen's collections right here:
Featured Image: Rotate