Five years ago brands like Ganni, Saks Potts and Stine Goya replaced any ideas we had of minimalist Scandi style with a wave of florals, sequins and colour. But for Rotate founders Jeanette Madsen and Thora Valdimars, their local fashion scene was lacking something.
“It wasn’t sexy enough!” says Jeanette. “The colours started popping up, but everything was too long, too girly. There were dresses but they weren’t party dresses. The focus has never been on going out.”
