Rotate is a reflection of the two women’s personal style, but also of their relationship. “We worked very closely together at the magazine, always travelling and shooting editorials, which quickly made us the best of friends,” the duo tell us. “We learnt to cooperate and coordinate our ideas and differences, and realised we were a great team—moving ahead with Rotate was a no-brainer.”

The brand also depends heavily on its community of supporters and fans. In the beginning, Valdimars and Madsen gave their influencer friends Rotate pieces, which would then appear on social media; the new brand would trend when mega influencers such as Leonie Hanne and Chriselle Lim posed in the statement floral ruched-sleeved mini-dresses. “We often find the most inspiration from the women closest to us. Our friends and family act as our best sources of inspiration. We are surrounded by strong women who are not afraid to embrace their own style and path through life,” the pair say. “To us, this is the ultimate source of inspiration, and we try to translate this into our collections, by creating something for everyone.”

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The average Scandinavian fashion moodboard might be filled with pastel colours, gingham or oversized silhouettes; the Rotate customer is not the typical “Scandi girl”, but the type of woman who wants a little extra: bigger, shorter, longer than normal. “Having worked together as fashion editors, we bonded over the gaps in our own wardrobes,” Valdimars and Madsen say, “and how we both had a need for bold, sexy, exciting pieces that would easily take you from day tonight.”

The brand quickly became a favourite both for the Cool Girl look and of costume designer Patricia Field, who has chosen it for Lily Collins—she picked a show-stopping Rotate bow party dress for the actress’s role in Emily in Paris. Libby Page, market director of Net-a-Porter, says, “The brand’s bold, glamorous aesthetic that speaks directly to Scandinavian style caught our attention soon after its launch in 2018. Not to mention their collections balance commercial sensibility, a creative air and intuitive wearability.”

Copenhagen-based Rotate has become a textbook example of finding a balance between high- fashion aesthetic, affordability and environmental responsibility. Scandinavia has become increasingly known for its efforts to reduce the fashion industry’s enormous impact on the planet, and Rotate is keeping up.

“Sustainability has been top of mind since we began our Rotate journey,” the founders tell us, “and once the brand started to grow, so did our knowledge and dedicated to the cause.” For example, Rotate Sunday, a popular loungewear line launched during the pandemic, only uses certified natural fibres, with a focus on GOTS cotton (that which meets the Global Organic Textile Standard); the main collections use certified recycled polymer fibre; the brand also minimises the use of harmful chemicals when it comes to product development. Rotate also works with a small number of suppliers that operate according to the brand’s code of conduct in terms of ethical and responsible production, and carries out audits conducted by third-party companies for social compliance.

Now that we are officially in the partywear boom era, this go-to brand for everyday glamour is only set to get bigger. Rotate closed Copenhagen Fashion Week SS23 with a show filled with Nineties and early Noughties styles—from sheer layering, slip dresses and slinky satin miniskirts to vivid colours and denim accents, with a finale of models dancing in red latex looks.

The duo also introduced the Icons Collection last year, featuring 11 reworked versions of original popular designs, and celebrated with two parties in London and Milan. “Following some years where travelling has not been possible, it was a treat to be able to visit some of our dear friends around the world, raise a glass of champagne with them and dance until our feet hurt,” Valdimars and Madsen say. “We are so grateful to have the support of such an amazing community and we hope that in this new year, we can just continue to connect and re-connect as our network expands around the world.”

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