Five Years On, Rotate Remains Copenhagen’s Go-To Brand for Fashion Lovers

Rotate Birger Christensen Closes Copenhagen Fashion Week with a Bang

Copenhagen — Rotate Birger Christensen marked the conclusion of Copenhagen Fashion Week Spring 2025 with a spectacular showcase that included fringed gowns, capri pants, and bubble-hem skirts. The show attracted a star-studded crowd of fashion influencers, international editors, and notable celebrities such as Pamela Anderson. “It’s just such a great stamp of approval,” said co-founder Jeanette Madsen, reflecting on the honor of securing a coveted slot in the prestigious event.

In addition to the runway success, the Danish brand celebrated another significant milestone this week: the opening of its first flagship store in Copenhagen, located near other Scandi fashion staples like Ganni and By Malene Birger. Rotate, co-founded by Madsen and Thora Valdimars in 2018, has rapidly gained recognition for its party-ready attire, influenced by their personal experiences as working mothers seeking stylish yet affordable options. “We started out with seven dresses,” Madsen noted. “It has evolved like we never imagined.”

The duo, who first met a decade ago while working at Costume magazine, identified a gap in the market for dresses that were trendy yet practical. “We were both working moms, and we couldn’t afford all these big, beautiful designer dresses… And then we were like, ‘Should we just [fill this niche] ourselves?’” Their vision led to a collaboration with Birger Christensen Collective, which helped launch Rotate.

The brand has grown significantly, amassing a notable social media following and establishing a presence in high-end retailers like Net-A-Porter and Mytheresa. In 2023, Rotate reportedly generated €16 million in revenue. Valdimars emphasized the importance of inclusivity in their designs, saying, “For women, [what we want to wear] depends on what mood we’re in and how we feel about our bodies.”

While Rotate’s aesthetic diverges from the minimalist styles often associated with Scandinavian fashion, elements of the region’s style are still evident. “You have the minimalist items that you then mix with something that’s super-feminine… and something that’s a little bit masculine,” Valdimars explained. This blend creates a versatile style appealing to a broad audience.

As the brand expands beyond its initial focus on occasion wear, the impact of the pandemic prompted a shift towards casual, everyday clothing. Valdimars noted, “We had to rethink where we were in the market, because all of a sudden people weren’t partying anymore.” The spring/summer 2025 collection features a range of versatile pieces, including button-up vests, billowing blouses, and wide-leg jeans.

The evolution continues with the introduction of Rotate Sunday, a loungewear collection launched in December 2020, followed by Rotate Wedding in 2022, offering bridal and special occasion attire. “I think it’s easier for Thora and I to do the wedding collection because it’s only dresses, and we’re so focused on them,” Madsen said.

Looking ahead, both co-founders express enthusiasm for their flagship store, designed to immerse customers in the Rotate experience. “People have the perception that we would decorate it with everything pink and have a disco ball,” Valdimars remarked, emphasizing their intent to create a more understated environment that allows the designs to take center stage. “For us, it’s always been that the dresses should be the focal point.”