De Deense glamour van ROTATE

Corrected and streamlined text

The fashion brand Rotate, based in Copenhagen, is known for its daring designs that break with the typically minimalist Scandinavian style. The label, founded in 2018 by influencers designers Jeanette Madsen and Torah Valdimarsdottir, filled a gap in their own wardrobe with fun, striking items. Soon the brand acquired a large following thanks to sequin dresses, playful prints and powerful silhouettes. Rotate focuses on young, fashion -conscious consumers worldwide who are not afraid to stand out with a pronounced style.

History and development of the brand

Rotate started as a capsule collection under the wings of the Danish luxury retailer Birger Christensen. After a successful debut show at Copenhagen Fashion Week, the project was converted into a fully -fledged brand due to the big demand. At the end of 2019 it already received recognition in the industry: Forbes called it a ‘Brand To Watch’ and it received the Danish Elle Style Award for brand of the year. Rotate is now active in forty countries and is being sold through more than 450 points of sale, ranging from luxury e-tailers to boutiques in Europe, the US and the Middle East.

Although the brand initially made a name for himself with colorful party dresses and pronounced silhouettes, it has recently evolved into more modest shades and classic shapes. This shift is in line with a wider trend towards timeless, versatile clothing and reflects Rotate’s ambition to remain relevant outside the Partywear scene. The fall/winter 2025 collection contains, for example, soft color palettes, structured customization and subtle materials, loyal to the characteristic style of the brand, but with space for sequins and striking accents.

Success factors and social media

A crucial driver of Rotate’s success is the smart use of social media. The brand was born digitally: the founders use their own reach-together accounting for more than 450,000 Instagram followers-and launched a separate brand account that has around 380,000 followers in 2025. Already at an early stage, Madsen and Valdimarsdottir sent their striking dresses to friendly fashion influencers, which led to viral visibility and super-fast sale, including stars such as Leonie Hanne Rotate. That organic buzz ensured that buyers of large retailers have already cut from the first collection.

The brand is also on the rise: hashtag campaigns such as #makeitrotate now collected hundreds of thousands of views. Thanks to creative content, from backstage styling videos to augmented reality try-on-Rotate is also able to reach Gen Z on new platforms.

Collections and pricing

Rotate releases two main collections every year, spring/summer and autumn/winter, which are shown during Copenhagen Fashion Week, supplemented with various capsule collections. In 2022, the Rotate Wedding bridal line was introduced, aimed at contemporary wedding dresses. The brand is in the modern luxury segment and offers accessible price points. The prices vary from around 180 to 700 euros on the webshop. A tailored satin top is priced at 190 euros, while a decorated satin dress with bow costs around 700 euros. In between are the iconic party dresses of the brand, usually in the range of 300 to 400 euros.

Future prospects

Rotate does not show any signs of delay. In 2024, the brand obtained the coveted B CORP certification, a confirmation of their commitment to sustainability and ethics during growth. That fits within the broader mission of the brand: strengthening women through conscious fashion.

In addition, Rotate explores plenty of innovation in the digital space. From AI and augmented reality to metaverse integrations, the brand wants to be in the lead in technological trends. These innovations support the expansion to new product categories such as bags, jewelry and accessories, and to new markets worldwide.