ROTATE has mastered the art of making party dresses that feel like armor. Now, creative directors Jeanette Madsen and Thora Valdimarsdottir are switching gears. Their latest collection trades bold statements for something quieter but no less powerful: fluidity. Cover image: James Cochrane
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A NEW TAKE ON ROTATE
“For us, this collection is about exploring femininity in its most fluid and dynamic form,” says Madsen. Where past drops leaned into harder edges, this season embraces movement. “Our previous drops are feminine in the bolder side, but this season the styles are feminine and soft, and they feel like they move with the wearer, almost like a second skin.” The shift shows in every detail. Scarf-tied dresses replace structured silhouettes. Sculptural gowns flow. The fabrics tell the story best: silks, satins, and sheer materials that catch light like water. “We played a lot with silks, satins, and see-through fabrics that express that summer narrative through every fold and drape,” Valdimarsdottir explains.
GOLDEN GLOW
The color story centers on one specific moment: late afternoon light. It’s the kind of golden hour that photographers chase and poets write about, and tourists try to catch with their phones at the end of a beach day. For the design duo, it represents something more profound than Instagram aesthetics. “That late afternoon light has a unique warmth: soft, golden, and nostalgic. Emotionally, it feels like a quiet, intimate moment full of possibility,” Madsen reflects.
This emotional connection drove their fabric choices. They picked materials that mirror that golden glow: warm neutrals and pastels with subtle metallic threads. “We chose materials that feel light and breathable, like satin and chiffon, which catch the light in a way that mimics that late-day glow. The mood is calm but alive, a suspended moment in time.”
ADDING A PERSONAL TOUCH
The move toward effortless movement was personal. “There’s a noticeable shift toward softer fabrics and silhouettes, and it’s not just about what women want, but also how we want to feel in our clothes,” Valdimarsdottir admits. “Empowerment is key for us.” ROTATE built its reputation on party dresses that photograph well and feel better. The brand studies what sells and why. “We pay close attention to what people are drawn to, especially our best-selling styles, and how those pieces make them feel. It’s about designing clothes that move with you, support you, and celebrate that empowered, feminine energy from every angle.”
From Copenhagen’s fashion week scene to global recognition, ROTATE redefined party wear by removing the intimidation factor. Their 2025 vision of glamour continues this philosophy. “To us, modern glamour is about balance. It’s confident but playful, bold but approachable,” Madsen says.
REBELS AT HEART
The approach works because it feels genuine. “We don’t want partywear that feels rigid or intimidating; instead, it should feel inviting, joyful, and a little rebellious,” she continues. This translates to pieces you can wear beyond the party: dresses that work for dinner dates, tops that transition from office to evening. “Glamour in 2025 feels lived-in and effortless, like you’re ready to celebrate life at any moment,” Valdimarsdottir adds. The creative partnership between Madsen and Valdimarsdottir drives this evolution. They challenge each other constantly. “Our creative process is really a dialogue. We push each other to look at things differently, to question assumptions,” Valdimarsdottir explains. And sometimes the challenge means going bigger. Other times, it means restraint. “Sometimes it’s about challenging each other to be bolder, other times it’s about refining the smallest detail until it feels just right,” she says.
The respect between them keeps the process productive. “We respect each other’s instincts and ideas, which makes the collaboration dynamic and exciting. It’s a constant back and forth, always intending to evolve the brand while staying true to what ROTATE stands for: bold femininity with a modern edge.” And so, sometimes the boldest move is going softer.
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