That kind of “effortless chic” is also an aspect of Parisian style, but the wardrobe is different. In the Nordic countries, fashion is playful. There’s Toteme, with its tasteful minimalist uniform, and Acne Studios, which offers edgy neo-grunge pieces. Then there are brands like Ganni, Baum und Pferdgarten and Saks Potts, which embody the colourful maximalist side of Scandinavian fashion—unafraid to borrow from menswear while also adding irresistibly feminine touches.
And what about Rotate? In 2017, Denise Birger Christensen was appointed CEO and creative director of the Danish department store Birger Christensen, Denmark’s equivalent of Holt Renfrew, and she was tasked with refreshing the brand. At the time, Valdimars was fashion director at Costume magazine and Madsen was an editor there. Friends outside of work, these fashionistas had built Instagram followings thanks to their sharp style and were regulars at shows. Birger Christensen approached them to collaborate on an in-house brand, and the timing was perfect because the two women already had an idea: party dresses at a relatively accessible price point. They just needed a push to bring it to life.