Danish cool girl brand Rotate launches its first collection of wedding dresses

When it comes to fun and flirty ’80s-inspired party dresses, few do it better than Danish label Rotate, launched by editor-influencers and best friends Thora Valdimars and Jeanette Madsen in 2018.

Now the Copenhagen-based label is semashing its brand of glitzy maximalist daring in an inaugural bridal collection, which drops today (April 6) just in time for the triumphant return of mega weddings this summer.

‘Rotate Wedding’ is a pearlescent selection of 10 pieces of the label’s greatest hits, taken from the archives and reworked in white and cream with added details of lace, faux feathers, ruffles and sequins.

“The Rotate bride is rule-breaking, playful and sexy,” says Valdimars, noting that the brand previously flirted with the category with bridal looks closing its AW19 and AW20 shows, but those pieces never made it to many. real brides. The triggering moment was seeing their friend, influencer Parysatis Peymani, wear the brand’s rich off-the-shoulder white latex mini dress for her big day. “It’s amazing to design something for someone’s special moment, and it really made us want to create a real bridal collection.”

With everything from form-fitting briefs to dramatic ruffled collars and tiered mini dresses, the collection has something for every bride — and especially those looking to break convention. “We wanted to remove some of the suffocation of bridal fashion; you should be able to take risks and be more playful with your wedding dress. Madsen’s favorite is the tiered ruffle mini dress first seen in the SS20 collection in orange and black, while Valdimars loves the PU bow mini dress. “It’s fun, sexy, edgy and quintessentially Rotate.”

Modern brides usually have a less formal second dress to change up these days, and as a brand known for their mini cocktails and sexy party dresses, Rotate bridal is a good fit for that dancefloor-bound dress number two. “We wanted to create dresses that you can dance the night away in, which is something we always keep in mind when designing our collections,” says Valdimars. “But we hope to inspire brides to break the rules and maybe wear a daring mini dress for the ceremony too – anything goes!”


Post-pandemic, many brides are thinking more sustainably and discarding the one-time meringue dress in favor of something they can wear again. The Rotate collection has that front and center, with form-fitting briefs that would work well for a hot post-wedding vacation and party-ready puff sleeve midis. “Our bridal collection can be dressed up or down and repurposed as a post-wedding summer look,” says Madsen. “There are a lot of dresses that we’ll want to wear ourselves, pairing them with flip flops or flats to dress them down, or just wear them on a night out.”

Their advice for finding the perfect dress? “We always say: Think back to the last time you felt amazing in a dress or outfit and think about what made you feel that way. And then look for that in your wedding dress. If you don’t like dresses, wear a shorter dress. If you don’t like ruffles and tulle, choose a more minimalist dress with a simple cut. Find those details that make you feel confident and sexy and go for it.

The collection costs £200 to £600 and will launch on Rotate.com, Browns Fashion, MyTheresa, Selfridges, Harrods and Harvey Nichols on April 6.