Feel-good fashion
As the name suggests, Rotate Birger Christensen is a label that’s guaranteed to turn heads
Danish influencers Jeanette Friis Madsen and Thora Valdimars have the kind of aspirational yet accessible style that makes directional fashion look coolly understated. Luckily for us, their new dress-centric label Rotate – made in partnership with cult Copenhagen-based concept store Birger Christensen – perfectly embodies this elegant, statement-making sensibility. The duo conjured the aesthetic for their label while working as stylists; together they would dream up the kind of dresses that they couldn’t seem to find anywhere else. When their daydreams developed into business plans, their shared goal was to create beautiful forever pieces that defy trends and never go out of style (hence the cyclical connotations of the name and the brand’s social media tagline #makeitrotate).
Since its very first collection, Rotate has established strong signature silhouettes that boldly subvert any expectations for Scandinavian minimalism: ’80s disco dresses come with puffed-up sleeves and high necklines in printed jacquards; sculptural midi dresses are nipped in at the waist to lend a vintage edge to ultra-modern designs; and demure maxi dresses have daring thigh-high slits. In a palette that runs from ethereal ivory and powder blue to hot pink and fiery crimson, these are perennially stylish pieces that will make you stand out from the crowd at everything from summer weddings and festive parties to more decadent soirees.
As well as drawing on their own sartorial desires, this season Madsen and Valdimars looked to the art world for inspiration: “We love how a Renaissance painting can be interpreted in so many different ways depending on who is looking at it,” explain the duo. “We extracted several items from a single painting, such as the flowers from a flower bucket, the color of a fruit and the shiny feel of the porcelain.” This lent a softer, slightly bohemian mood to the collection, through languid shapes that were enlivened by voluminous ‘leg-of-mutton’ sleeves, in a dynamic mix of color and texture.
“Rotate has established strong signature silhouettes that boldly subvert any expectations for Scandinavian minimalism
”
Still working as stylists and creative consultants alongside running Rotate, Madsen and Valdimars are busy women who understand the demands of modern life and the need for a versatile wardrobe. So, while the brand has become synonymous with partywear, this collection also incorporated pieces that can easily traverse day and night dress codes: the white wrap dress will look super-chic with tan gladiator sandals by day and with stilettos when the sun sets; and the blush-pink pleated midi dress will effortlessly elevate your workwear attire – style it with block heels and your hair swept back in a low pony tail, then add statement earrings and eyeliner flicks for afterwork dinner or drinks.
Rotate’s uber-cool founders are evidently not the only ones who consider these pieces ‘dream dresses’, and it comes as no surprise that the emerging label has already secured a devoted following of taste-makers including Linda Tol, Caroline Daur and Yoyo Cao. Beloved for its mood-boosting colors and ultra-flattering silhouettes, Rotate equals feel-good fashion at its finest.
DISCOVER ROTATE BIRGER CHRISTENSEN
1 item