ROTATE is a fashion brand based in Copenhagen, Denmark, launched in 2018 by influencers and stylists Jeanette Madsen and Thora Valdimarsdottir, in collaboration with Birger Christensen. Recognized for its distinctive partywear, ROTATE has quickly established itself in the global fashion market.
Early Beginnings and Founding
In 2018, Denise Christensen, CEO of Birger Christensen, initiated a project partnering with Jeanette Madsen and Thora Valdimarsdottir to create an influencer-led capsule collection. This initiative evolved into the brand ROTATE, known for its bold and stylish designs that quickly attracted a dedicated following.
ROTATE Strategic Growth
ROTATE's strategy focused on creating eye-catching minidresses and standout pieces for women's wardrobes. The brand's designs diverged from Scandinavia's minimalist fashion trends, emphasizing playful and glamorous aesthetics. In 2020, ROTATE replatformed its e-commerce operations to enhance creative freedom and improve global audience engagement. This technological upgrade marked a significant step in strengthening the brand's market presence.
Milestones and Highlights
ROTATE's growth includes several notable milestones:
- Gained attention from fashion icons like Kim Kardashian and Gigi Hadid, which boosted its profile.
- In 2023, the brand celebrated its fifth anniversary
- On August 9, 2024, the ROTATE flagship store opened its doors at Kristen Bernikows Gade 6, a location steeped in the heritage of the Birger Christensen Collective’s head office.
Beyond partywear, ROTATE expanded its offerings with ROTATE Sunday, a chic loungewear collection. This diversification allowed the brand to address both high-energy and relaxed fashion needs.
Ownership and Vision
ROTATE is a subsidiary of Birger Christensen, which also includes labels like REMAIN. Founders Jeanette Madsen and Thora Valdimarsdottir remain heavily involved in the creative direction, ensuring the collections inspire confidence and joy. Their designs blend classic and contemporary elements, maintaining ROTATE's relevance in the evolving fashion industry.
Timeline of ROTATE
| Year | Event |
|---|---|
| 2018 | Jeanette Madsen and Thora Valdimarsdottir founded ROTATE in a partnership with Birger Christensen. |
| 2020 | Replatformed e-commerce operations for greater flexibility and creative autonomy. |
| 2024 | The opening of the first flagship store in Copenhagen. |
ROTATE’s journey from a small capsule collection to a notable player in fashion is characterized by strategic innovation and a clear creative vision. Jeanette Madsen and Thora Valdimarsdottir have cultivated a brand that appeals to a global audience seeking bold, stylish clothing options.
