ROTATE Birger Christensen is our latest Danish obsession and we’re certainly not the only ones lusting over the Scandi 2.0 aesthetic. With dreamy party dresses, luxurious materials and quirky prints the brand was created by best friends, stylists and fashion influencers Jeanette Madsen and Thora Valdimars. The label has a cult following of fashion IT girls like Emili Sindlev and Emma Louise Connolly, not to mention Jeanette and Thora themselves. We sat down with the girls to get the inside scoop on everything from the inspiration behind the name ROTATE to fashion and beauty faux pas.
How did you meet?
We were both working at a Danish fashion magazine called Costume. We never met before that, but we quickly realised how similar we were and became best friends.
View this post on Instagram
NYT MAGASIN. I morgen lander det nye nummer af Costume 🧡 Glæd dig til vores store hyldest til hverdagen med 14 genveje til ro i en hektisk hverdag, de nemmeste skønhedstips til frisk morgenglød og alt til din arbejdsgarderobe 💋 Vi lader dig komme helt tæt på fænomenet Rihanna, der har væltet både musik-, mode- og ikke mindst skønhedsverdenen💎 Derudover kan du møde seks cool kvinder, som deler ud af alt det, livet har lært dem. Du får selvfølgelig også masser af mode med de bedste fund fra den den nye sæson og efterårets største tendenser og meget, meget mere 💚 Foto: @anjapoulsen_photography / styling: @ctlarsson / model: @alenablohm @model_mgmt / hår: @thomasdunkin1 @bridgeartists / makeup: @lisetgarza @thewallgroup #costumedk #costume10
Can you tell us a bit about how you began working with Birger Christensen to form ROTATE?
The CEO of Birger Christensen called us in for a meeting and asked if we had any ideas for a way that we could collaborate. We told her about our idea with an affordable party dress brand and she immediately said yes. We quit our jobs a week later and began this amazing journey.
ROTATE is a self-proclaimed dress specialist and caters for the gaps in your own wardrobes, what is it that you weren’t seeing in the market when it came to dresses?
There weren’t enough sexy and glamorous styles available in an affordable price category and that’s what we wanted to specialise in. We wanted to make the most amazing party dresses for all parties, weddings and events that most women would be able to afford.