Latest news with #JeanetteMadsen
Fashion United
02-08-2025
- Business
- Fashion United
Brand Radar: ROTATE's Danish glamour with edge and ease
Copenhagen-based fashion brand Rotate is known for bold, vibrant partywear that breaks from the typically minimalist Scandinavian style. Founded in 2018 by influencers-turned-designers Jeanette Madsen and Thora Valdimarsdottir, the label fills a gap they saw in their own wardrobes for fun, statement pieces. It quickly gained a following for its sequined minis, playful prints, and daring silhouettes. Rotate's target audience spans youthful, fashion-forward consumers worldwide who are not afraid to stand out in a crowd with empowering style. Brand history and evolution Rotate began as a capsule collaboration under Danish luxury retailer Birger Christensen. After a successful debut at Copenhagen Fashion Week, the project was made permanent due to high demand. By late 2019, the brand was already earning industry accolades; Forbes named it a 'Brand to Watch' and it snagged Denmark's Elle Style Award for Brand of the Year. Today the brand boasts retail distribution in forty countries and is carried by over 450 stockists, from luxury e-tailers to boutiques, serving customers across Europe, the US, and the Middle East. While Rotate first made its name with vibrant party dresses and bold silhouettes, the brand has recently begun embracing more muted tones and classic silhouettes. This evolution aligns with a broader industry trend toward more timeless, versatile pieces and reflects Rotate's desire to remain relevant beyond special occasion wear. The autumn/winter 2025 collection, for instance, features softer palettes, structured tailoring, and understated fabrics that maintain the brand's signature attitude while still featuring sequined and coloured staples. Credits: ROTATE Key success factors and social media buzz A major driver of Rotate's success is its savvy use of social media. The label was born digital-first; its co-founders leveraged their own influence, over 450,000 Instagram followers combined, and a dedicated brand Instagram, which has around 380,000 followers as of 2025, to build hype. Early on, Madsen and Valdimarsdottir sent their eye-catching dresses to fashion influencer friends, leading to quick viral exposure and instant sell-outs when stars like Leonie Hanne donned Rotate. This organic buzz translated into buyers from major retailers placing orders from the first collection. On TikTok, Rotate is also making strides: the brand's hashtag challenges, like #makeitrotate, have amassed hundreds of thousands of views. Embracing creative content, from behind-the-scenes styling clips to augmented-reality try-ons, has helped Rotate engage Gen Z fans on emerging platforms. Collections and pricing Rotate releases two main collections per year, spring/summer and autumn/winter, showcased at Copenhagen Fashion Week, alongside several capsule lines. More recently it expanded into bridal attire with Rotate Wedding, launched 2022, to offer modern, wedding looks. In terms of pricing, Rotate sits in the contemporary segment, offering an accessible luxury price range. Core pieces from the latest collection on its webshop range roughly from about 180 euros up to 700 euros. A Satin Fitted Top is listed at 190 euros, while an ornate Satin Bow Dress sells for around 700 euros. In between, the brand's signature party dresses typically retail in the 300 euro to 400 euro range. Credits: Polina Vinogradova Future outlook Looking ahead, Rotate shows no signs of slowing down. The company earned B Corp certification in 2024, underscoring its commitment to sustainability and ethics as it grows. This aligns with a broader vision to empower women through fashion in a conscious way. The brand has also embraced innovation in the digital space, exploring artificial intelligence, augmented reality, and metaverse integrations to stay ahead of emerging trends. These initiatives complement the brand's continued expansion into new categories, such as bags, jewelry, and other accessories, and new markets. ABOUT THE BRAND Read more about ROTATE on their brandpage
Fashion Network
03-07-2025
- Business
- Fashion Network
Rotate signs outfitting deal with Denmark's women's football team
Danish fashion label Rotate is bringing signature style to the sidelines as the official off-field outfitter for Denmark's women's national football team. The partnership, which runs through 2026, debuted with a travel capsule revealed just ahead of the UEFA Women's Euro 2025 tournament, which kicked off in Switzerland on 2 July. Founded in 2018 by designers Jeanette Madsen and Thora Valdimars, Rotate is known for its bold silhouettes, structured denim, and playful femininity. For the national team, the brand created a coordinated wardrobe featuring sky-blue button-up shirts with floral embroidery, matching shorts, signature denim pieces, as well as polos and caps. The collaboration marks Rotate's second with the Danish Football Association (DBU). In April 2023, the label partnered with the team's kit supplier, Hummel, on a limited-edition capsule that included a co-branded jersey and matching sportswear items designed by Rotate. 'We're proud to support and help raise the visibility of women's football—both in Denmark and internationally,' the brand said in a statement. Based in Copenhagen, Rotate is a mainstay at Copenhagen Fashion Week and operates a flagship store in the city. The brand reported €16 million in global sales in 2023.
Fashion United
30-06-2025
- Business
- Fashion United
Rotate becomes official formalwear partner for Danish women's football team
Copenhagen fashion brand Rotate has been appointed the official formalwear supplier for the Danish Women's National Football Team (DBU), in a partnership running through to the end of 2026. The collaboration marks a first for the women's team, covering formal and travel wear for tournaments and key appearances — beginning with the 2025 European Championship. The new collection includes light blue floral shirts, matching shorts, white statement tees, and Rotate's signature denim, designed to combine comfort with bold femininity. Staff will wear coordinated polo shirts and caps. The partnership builds on a previous joint project between Rotate, hummel, and DBU for a limited-edition jersey. Both parties view the continued collaboration as a reflection of shared values around empowering women and elevating women's sport. 'We're proud to support these athletes not just with what they wear, but by standing behind them as they break new ground,' said Rotate Creative Directors Jeanette Madsen and Thora Valdimars in a press release. DBU Commercial Director Birgitte Mabeck responded: 'After a great experience earlier this year, this expanded partnership ensures our players look sharp and feel comfortable as they represent Denmark.' The collection will debut as the team departs for the European Championships on 30 June.
