BEDTIME STORIES: Fresh from its debuts in footwear and handbags, Copenhagen-based fashion brand Rotate is further expanding the scope of its signature feminine aesthetic stepping into underwear for the first time. For the occasion, it has partnered with lingerie specialist — and likewise buzzy — Dutch label Love Stories to explore the potential of the category.
As a result, Rotate’s dressy, glam and 1980s-drenched ethos has been tempered by Love Stories’ cheeky romanticism in the delicate 12-item collection that includes lace bralettes, briefs and thongs, as well as silky tops and shorts.
You May Also Like
Related Articles
“It all started with the idea of dressing the skin first, creating an intimate first layer that becomes the foundation of personal style,” said Thora Valdimars, Rotate’s cofounder and co-creative director along with Jeanette Madsen.
In addition to featuring intricate lacework, some pieces stand out for being crafted from chiffon and fluid satins, being punctuated by tiny floral embroideries and cascading daisy embellishments or simply for their buttery hues that add to the classic black and white propositions.
For Marloes Hoedeman, the former interior and fashion freelance stylist who founded Love Stories in 2013, the collaboration “captures the shared spirit of both brands, where getting dressed feels playful, empowering and fun.” In developing the pieces, she still kept faith to her brand’s codes, rooted in comfortable designs conceived with a mix-and-match approach to lingerie.
Teased during the Rotate spring 2026 runway show staged in Copenhagen, the collaboration will be celebrated with a takeover this month at House of Love, Love Stories’ flagship in Amsterdam. Priced between 45 euros and 200 euros, the line will be available to purchase at both brands’ websites and at selected physical and online retailers starting Feb. 26.
Tie-ups are proving to be Rotate’s go-to formula to experimenting in different fields. As reported, Valdimars and Madsen are gearing up to unveil another collaboration next month, this time with Swedish eyewear brand Chimi. In the past, the duo also partnered with H&M on a holiday capsule of jazzy party dresses, while last year it gave in to the sport fever teaming up with Hummel and the Danish Football Federation to design uniforms for their country’s women’s soccer team, and debuted in beauty with a collaboration with Caia.
Before launching Rotate, Valdimars and Madsen worked as editors at the Scandinavian fashion magazine Costume and simultaneously built an online following by sharing snaps of their own unique looks on Instagram, which proved to be pivotal in their following venture.
They introduced Rotate in 2018, when more than 150-year-old Danish retailer Birger Christensen reached out to them to launch a seven-item collection of short mini frocks with dramatic, puffy sleeves, wrap dresses in candy colors and crystal-embellished blazer dresses. The small edit stood out for its playful party spirit and the brand was instantly associated to a sense of fun and maximalism unusual in the Scandinavian fashion scene.
Valdimars and Madsen’s hefty dose of glamour and drama, their creations’ sweet spot price points and their own social media following all contributed to turning Rotate into one of Copenhagen Fashion Week’s hottest tickets and grabbing the attention of customers, as well as partners such as Net-a-porter, Bergdorf Goodman and Mytheresa, to cite a few.