Rotate SS25 Show Closes Out Copenhagen Fashion Week 2024

In 2018, ROTATE, a brand from Birger Christensen, materialised the fantasy wardrobe of its designers, Thora Valdimars and Jeanette Madsen. Six years on, the fantasy not only lives on, but the duo, along with their loyal customers worldwide, continue to make a case for their particular brand of Scandi glamour for the everyday. For Spring/Summer 2025, it was all about clothes that captured the specific ambience we’re all inevitably chasing come the warmer months.  As guests flocked to the manicured gardens of Copenhagen Royal Library for the last show on the CPHFW schedule, it was quickly confirmed to be a worth ending.

“This season, we wanted to invoke a sensory experience from the collection: the emotional response to summer, the lightness, freedom and romance of the season,” the pair tell GRAZIA about the SS25 colection. “Our mood board was a visceral response to the season, blossoming flowers, delicate natural colours, elegant fabrics, etc…We drew inspiration from the 1920s in our details and finishes, where you will find fringing, stained-glass style and scalloped sequin embellishments, ruffles and frills, relaying the sense of optimism and escapism synonymous with the period.”

Despite many design details drawn from the 1920s—and perhaps 1980s—this season embodied a modern iteration of the dream wardrobe, with sophisticated prints and instant go-to silhouettes emboldened by a healthy dose of frivolity in the details.

“The collection is fun, glamourous and flirty, but it has a new sensitivity and romance to it that feels elevated and mature,” they add. “We want to ensure that ROTATE truly has something for everyone, that our wearers can feel empowered and confident in the garments no matter their style, and the collection reiterates this belief.”

For the first time at Copenhagen Fashion Week, the city’s biggest export, Pandora, collaborated with ROTATE for a special partnership that came to life on the runway. With rings, bangles and earrings from the jewellery brand’s ‘Essence’ and ‘Moments’ collections, looks were bolstered by structural shapes and punctuations of gold. Some looks even included custom pieces handcrafted by artist Grete Henriette to create a natural expression of the two creative powerhouses coming together. But models didn’t just wear jewellery in the traditional sense. A closing dress worn by veteran model Toni Garrn featured 2000 Pandora Timeless silver tennis bracelets as fringing, while belts and flowers adorning other garments were handmade, utilising more than 300 Pandora Moments 14K yellow gold-plated necklaces to mirror the floral motifs present elsewhere in the collection.

Though Pandora was founded almost four decades before, the parallels between these brands can be drawn in their treatment of fashion’s binaries. Through different mediums, Pandora and ROTATE create something for everyone, employing high standards for craftsmanship and innovation, all with deep consideration for their customer’s daily needs and the powerful levity that fashion can bring to life.

“Both ROTATE and Pandora were born in Denmark but have a large international following, and so the collaboration is an opportunity for us to connect our strong communities—both local and global, and celebrate Nordic fashion,” explains Valdimars and Madsen. “Our brands connect over shared values of sustainability, authenticity, quality, and design integrity but also playfulness and fun; it is a perfect match on many levels.”

“We have used [jewellery] that is elegant, raw and sculptural, adding modernity and edge to our flirtatious and romantic collection,” the pair add. “Additionally, Henriette’s hand-crafted iterations of the iconic ROTATE three-dimensional peony print is a standout moment for us, as it’s amazing for us to see this integral print of ours immortalised in adornments and belts with 300 Pandora Moments 14K gold-plated necklaces.”

Shop the Pandora pieces from the ROTATE runway