The lowdown on the Rotate X H&M drop, according to the Danish brand's creative directors

By Clare McInerney

Photo: Rotate

As anticipation builds for the Danish brand's collaboration with the Swedish high street heavyweight, Rotate creative directors Jeanette Madsen and Thora Valdimars speak exclusively to Vogue Scandinavia about today's long-awaited drop

There are any number of ways to celebrate a birthday. For Rotate Birger Christensen’s fifth turn around the sun, the Scandi partywear favourite is doing something most brands can only dream about: launching a capsule collection with H&M.


Hot on the heels of the hyped drops of H&M’s designer collaborations with Rabanne and Mugler, teaming up with the high street heavyweight is a major milestone. For Rotate, Madsen and Valdimars, it’s “a dream come true”, representing “the culmination of our hard work and creativity”, and giving them the chance to share their “empowering and sensual designs with a wider audience.” “To collaborate with H&M means the world to us. It’s a testament to our journey and the growth of Rotate,” they say.

The capsule, set to be released next Tuesday 28th November, serves up a fresh twist on eight iconic designs from Rotate’s repertoire of favourites. Exclusively developed for H&M, the foundational pieces have been reworked with brand new colours, prints and fabrications, including bright pastels, lace and a lavender flower pattern that is bound to delight Rotate fans and H&M devotees alike.

Photo: Rotate

“We've meticulously crafted each dress to make the wearer feel powerful and beautiful,” the design duo say of the 10-piece range. “We also took great care in selecting the palette and prints to mirror our distinctive Rotate style. Pastels and florals are the dominant elements, infusing a delightful touch of femininity and romance into our designs.”

It’s a sharply-focused capsule brimming with Rotate signatures; high necklines, ‘80s-esque voluminous sleeves and elegant ruching. “It all comes down to Scandi glamour where we needed to have that little extra twist on classic silhouettes which is the very essence of Rotate and how we started,” Madsen and Valdimars remark. v

Photo: Rotate Birger Christensen

As for their favourites from the line up? Both point to the form-fitting ‘Miki’ dress. “It was first designed as part of the infamous ‘Circus’ collection, debuted in a circus tent constructed for our third ever Copenhagen Fashion Week show in 2020,” they explain. “The dress features a mini length, long sleeves and a high neckline, placing focus on the ruched waist – and it extends your legs for days!”

Mark your calendars and set your alarms, as this is a capsule destined to sell out in true H&M collab form.