When it comes to Scandinavian cool with a dash of unapologetic glamour and a slight edge, few brands embody that spirit quite like ROTATE. Founded by Danish style powerhouses Thora Valdimars and Jeanette Madsen, the label has carved out a niche with bold silhouettes, playful textures, and a fearless approach to fashion. For their Autumn/Winter 2025 collection, the duo leans heavily into drama, extravagance, and a fresh material palette that redefines the ROTATE aesthetic. Cover image: courtesy of ROTATE, shot by James Cochrane
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ROTATE: AN ODE TO DRAMA
“This AW25 collection is all about drama and extravagance: big scarves, flowy silk dresses that delicately fall off your shoulder, and bold coats,” Jeanette Madsen says with a sparkle in her eye, summarizing the collection’s essence. ROTATE has never shied away from making a statement, but this season feels like a deliberate embrace of maximalism.
Adding new dimensions to their design language, the introduction of leather and silky velvet stands out. “They capture the essence of the ROTATE woman – bold, confident, and ready to make a statement,” Thora Valdimars explains.
ELEGANCE WITH AN EDGE
When asked about their personal favorites from the collection, Madsen doesn’t hesitate. “I love the coats this season – they’re bold statement pieces.” Indeed, the outerwear lineup is an ode to ROTATE’s knack for blending functionality with style statements. Valdimars, on the other hand, finds herself drawn to something a bit softer: “My favorite piece of this collection is probably the new waterfall silk velvet dress. It’s chic, sophisticated, and playful at the same time.” The dress embodies the collection’s ethos – a balance of elegance and edge with just the right amount of whimsy.
So, who is the ROTATE woman? According to the founders, she’s not just a hypothetical muse but a reflection of the world around them. “The woman takes the world by storm – confident, bold, and unstoppable. But it’s also us, our friends, and everyone we draw inspiration from, whether it’s on the streets of any city we’re in,” they say. This universality makes ROTATE resonate globally: it’s not about fitting into a mold but embracing individuality with unapologetic confidence.
No conversation about ROTATE would be complete without touching on the electric energy of Copenhagen Fashion Week, where the brand consistently makes waves. “CPHFW is such a special moment for us. It’s hard to describe how amazing it feels to show a collection and feel the support and warmth from our community,” Valdimars reflects. Madsen adds, “It’s also incredible to share this experience with other amazing brands. Denmark has so much talent; we’re super proud to be part of this creative circle.”
