LONDON — Instagram labels may no longer be a novelty, yet Copenhagen-based influencers Thora Valdimars and Jeanette Madsen have been able to identify a niche in the saturated digital space and turn their nascent concept for dress label Rotate into a success.
Their recipe? Focusing on a single category, sweet spot price points, and a hefty dose of glamour and drama. They also have the backing of retailer Denise Christensen of the Danish retailer Birger Christensen.
They introduced the label just over six months ago, with a tightly edited collection of seven pieces, including short mini dresses with dramatic, puffy sleeves, wrap dresses in candy colors and crystal-embellished blazer dresses. All are priced between 240 pounds and 420 pounds.
The label quickly caught the eye of retailers such as Net-a-porter, Browns and Moda Operandi, which are now the brand’s three main international stockists. Just one season after launch, Rotate Birger Christensen became one of Copenhagen Fashion Week’s hottest tickets, with Mary, the Crown Princess of Copenhagen and influencers galore attending the show and sharing snaps of themselves in the brand’s attention-grabbing dresses. The hashtag #makeitrotate has given rise to a community of its own on Instagram.
“We have this opportunity and we thought we should use
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