Rotate - SS26

In case you haven’t heard, boho is back. Just ask Rotate, which, for spring/summer '26, rewound from their preferred decade (the 80s, natch) to revel in the romanticism of the easy, breezy '70s. But die-hard fans of the brand (of which there are many) needn’t fear – founders Thora Valdimars and Jeanette Madsen still made it Rotate. “We didn’t want it to go too far away from what Rotate is,” says Valdimars, noting that the collection us still unapologetically sexy. “We wanted it to be the '70s cool girl.” To set the tone, a soundtrack featuring ultimate cool girls of every era – from Madonna to Rosalía – blared through the speakers (Danish composer August Rosenbaum composed the mix). “We really love music that we can sing along with,” says Valdimars. “We love to stand backstage and hear the songs coming – we’re dancing along when we see the models go out.”

In lieu of full flower power and top-to-toe cascading ruffles, Rotate, in keeping with its pick n’ mix approach to dressing, curated a handful of distinctly '70s expressions to tuck neatly into its ever-expanding universe. Teeny tiny buttons dot the front of flowing going out tops, which come finished with scalloped edges. Elsewhere, 3D poplin daises bloom from blouses and easy breezy dresses. Speaking of dresses, there are plenty of them, in a bevy of off-whites and dreamy pastels, rendered in chiffon and satin. They float dreamily around models as they come down the runway. Then, there are the ultra-flattering jeans, somewhere between a flare and a bootcut. The sort of piece that shines in any era.

In conceiving the collection, Valdimars and Madsen simply looked at the women around them – lounging on vacation, or walking down the street, on Instagram or on Pinterest. “It’s looking at women, and saying ‘What do they want to wear for summer’,” says Madsen. “We really just want to tap into what every woman wants to wear.” Also on the moodboard: curtains. Specifically, those impossibly light, sheer curtains that let the light in just so (like the ones favoured by Danish taste-makers, courtesy of local curtain aficionado Arne Aksel). Fittingly, the show space is draped in these easy, breezy dressings. As the light passes through them, it creates a certain softness – a glow – that plays beautifully with the garments.

Speaking of what women want to wear, no outfit is complete without accessories. On that front, Rotate went all-in this season. First, there’s the sweet little bag, decorated in the brand’s signature 3D florals (its made in combination with buzzy makeup brand Caia – the perfect place to put the Rotate x Caia capsule of covetable beauty items released last week). It’s met with structural leather totes – a first for the brand. Then there’s the footwear, also a new-ish category (last season Rotate introduced one shoe, this time there’s a full range). The slingbacks and strappy sandals, many adorned with a signature rosette, are sure to be a must-cop for any Rotate girl. If that weren’t enough, two more forthcoming accessories collaborations were teased on the runway: sunglasses made with Swedish brand Chimi and 3D floral-adorned lingerie made with Love Stories. Soon we can wear top-to-toe Rotate, down to our underwear.

So, as the models, in their ultra-femme looks took their joyous finale walk, dressed in the sort of clothes women want to wear, accessorised in a bevvy of Rotate collabs and made up in soft, flattering Rotate x Caia makeup, it’s clear it’s Rotate’s world. We’re all just dancing in it.

See all the looks from Rotate's SS26 collection below.