The Alex Edit: This is the Scandi fashion brand you're going to see all over your Instagram (so snap it up before all your friends do!)

It's Net-a-Porter's hottest label.

27 Nov 2018

Filling the gaps in your wardrobe usually requires hours of shopping trips and online research but if you’re a major influencer, like Danish stylists @thora_valdimars and @_jeanettemadsen_, why not just start up your own label to populate your closet with the styles you’re missing?

With a super quick turnaround, Valdimars’ and Madsen’s label, , launched in August at Copenhagen Fashion Week. Three months later, ten pieces from the pre-Spring collection just dropped exclusively on NET-A-PORTER and are already heading for sell-out status.

Unlike the tone-on-tone minimalism instantly associated with other Scandi brands, Rotate is rich with colour and detail. The designer duo, who are known online for their ability to mix eveningwear and streetwear with enviable ease, looked to Eighties eveningwear for inspiration for their first collection. The result? Rotate is fun to look at and fun to wear. The perfect label, in fact, to make light of all those incoming party invites and if you’re ever stuck for ideas on how to wear the collection? Just scroll over the designer’s pages for inspired styling tips.

“We have always been such big fans of Jeanette and Thora’s personal style,” says Elizabeth von der Goltz, NET-A-PORTER Global Buying Director. “So when we heard that they had designed a collection together, we immediately reached out. These are dresses with an attitude that can be worn layered for the day or dressed up for the night.”

My favourite piece for the desk-to-drinks dash is the crystal embellished jacket, £420. Wear it with jeans or leather trousers and a thin polo-neck for edgy daywear that’s extra enough to head out after dark. Or follow Thora’s lead and wear it as a dress with skyscraper heels. If you’re concentrating on all-out glamour (or perhaps you’re just doing the weekly shop…), the pink jacquard mini-dress, £300, is a dream. The tiny covered buttons add a couture twist, as does the opulent damask fabric. Best worn with matchy-matchy pink point toe stilettos accessorised with a cranberry Kir Royale.

With Eighties excess being a total #mood across the Winter catwalks, Rotate’s opulent Dynasty-style details tick off this season’s on-trend box. Just to remind you, the signatures of Eighties styling are supersize shoulders and puff sleeves (you read it here first https://urpn.info/article/80s-inspired-puff-sleeve-dresses-trend); rich lipstick tones of magenta, scarlet and cyclamen and daring mini-lengths. Rotate include these elements without making them feel retro and add even more glamour with lashings of crystal embellishment and damask-textured materials.

While Tom Ford, Marc Jacobs and Saint Laurent’s catwalk shows all looked to the decade that gave us Alexis Carrington Colby’s envy-inducing wardrobe - and utilised that same strong colour palette - Rotate has knocked a zero off the price tags of those mega names and created an ultra-desirable label with under-the-radar kudos and a satisfying concept of “affordable dressing” attached.

Introducing a new designer to even your most fashion-forward friends is always a joy and when the brand has helpfully considered that you don’t want to take out a second mortgage to buy their clothes, it’s doubly satisfying and a secret worth sharing.