Rotate

The rising Scandinavian label is showing the world that daring style, retail success and environmental responsibility can co-exist

- Cherry Mui

No one could have foreseen that an influencer-led capsule collection would become one of the fastest growing brands globally, especially when the whole industry was up against the pandemic and parties were on pause. Scandinavian influencers, stylists and former fashion editors Thora Valdimars and Jeanette Madsen were approached by Danish retailer Birger Christensen in 2018 to work on a collaboration that was meant to last one year. Five years on, Rotate Birger Christensen is available in 40 countries and stocked at 450 retailers including Net-a-Porter, Mytheresa, Printemps and Lane Crawford; global sales increased by 75 per cent from 2021 to 2022, according to Vogue Business.

“We first launched the brand in the tiniest venue with the tiniest audience, and progressively our show has grown,” Valdimars and Madsen tell Tatler by email. “Our past two shows have taken place at the Bella Arena, Copenhagen’s largest event space, where we hosted up to 600 guests at the show. It’s really exciting and humbling to see this journey.”