Rotate: the hot new Scandi brand has your party dress sorted

And it drops in Browns stores today
Rotate
Chloe Street10 December 2018

Anyone who’s made a trip to Copenhagen will know that Danish girls have an innately cool approach to dressing.

And none more so than two of Denmark’s coolest stylist-cum-influencers, Jeanette Madsen and Thora Valdimars.

With a combined following of 180k, their Instagram feeds are an enviable stream of nonchalantly paired jumpsuits, chunky trainers and blazers peppered with pitch perfect party dresses and sparkly heels.

When, therefore, the old friends and ex-colleagues (who met four years ago when both working on COSTUME magazine) decided to put their heads together and create a dress-centric label, we were more than a little excited.

Rotate

”We felt that this type of brand was missing in the market,” they tell the Standard. ”We were both looking for a dress brand with modern, sexy and sophisticated designs at reasonable prices so that’s when we thought that we should be the ones to do it ourselves.”

Madsen and Valdimars teamed up with Copenhagen-based concept store Birger Christensen to launch their first collection at Copehagen Fashion Week back in August, and we have already seen the puff sleeved '80s-inspired pink micro mini dress popping up all over the ’gram.

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Not surprising perhaps given that, as influencers-turned-designers, how something will look on social media is always front of their minds. ”We are both very visual, and have worked in the fashion industry as stylist and influencers as well so we know what works really well in a picture - that’s something that springs to mind often when we are picking materials.”

Like so many of the other seriously stellar fashion brands to have come out of Copenhagen recently (think Stine Goya, Saks Potts, Ganni and Brogger), Rotate firmly subverts the notion of Scandinavian minimalism. It’s all crystal embellishment, jewel colours and the kind of flirty '80s-inflected silhouettes that make you want to go out and shimmy on a dance floor. ”Sweden is still very minimalistic in its design,” say Madsen and Valdemars, ”where us Danes are more daring with colours and print.”

Rotate

A personal favourite is the Swarovski crystal-embellished tuxedo jacket, which paired with jeans and flats makes the perfect festive season desk-to-drinks outfit. ”We have both worn it as a dress when going out. Thora wore it during fashion week with a hoodie, tights and heels. While Jeanette wore it with a black tee, jeans and heels the other day.”

Their tips for nailing a party outfit? ”Focus on your assets and dress accordingly. If you don’t like you arms then pick a dress with amazing sleeves, if you have big breasts chose a v-neck. Focus on the parts of your body that you like.”

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And their go-to party look when they don't know what to wear? ”A short black dress and sexy heels. Works every time!”

Luckily for us, the new Rotate collection boasts several.

Prices start from £175 and will be available online and exclusively in Browns stores from December 10.

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