Rotate and H&M team up to bring ‘Scandinavian glamour’ to the UK

Rotate, the partywear brand known for its 1980s-inspired glitzy looks, has teamed up with retail giant H&M for its second capsule collection. Launching on 10 October, the collaboration debuts in the UK for the first time.

Last week, H&M revealed its plans to reignite sales after a "challenging start". Daniel Ervér, CEO at H&M, said: "2024 is a year in which we’re laying the foundation for future growth. We’re increasing the pace of improvements in our customer offering and deprioritising things that don’t strengthen our brands or contribute to our sales and profitability."

One of its initiatives to boost sales is to continue churning out lucrative collaborative collections: queue H&M x Rotate.

Founded by Creative Directors Jeanette Madsen and Thora Valdimars in 2018, Rotate was born out of creating pieces the Co-founders always dreamed of owning. The Copenhagen-based brand is now known around the world for its empowering partywear. Here in the UK, it is available at Selfridges.

"Since the very beginning, Rotate has been synonymous with glamour and extravagance inspired by the silhouettes of the 1980s but brought to the modern woman. For this H&M collection, we wanted to celebrate this identity with a return to the same decade, looking to our muses like Blondie, Michelle Pfeiffer and Princess Diana", said Jeanette Madsen and Thora Valdimars.

"The H&M collection unapologetically celebrates new Scandinavian glamour. It’s a rejection of traditions and encourages confidence and boldness from the wearer", they added.

From puff-sleeved dresses to sharp blazers, Rotate brings its signature styles and 1980s details to the high street. Think bold shoulders, puff sleeves, plunging necklines, vibrant prints, metallic accents and glitzy embellishments. The colour palette combines classic black and oxblood red with vibrant bursts of pink, bright white and silver, and a dose of some much-loved zebra print.

Four of the pieces from the collection – the Deviana dress, Carmen dress, black Kim dress and Herla dress - will also be available to rent from stores in Amsterdam, Berlin, London and Stockholm.

Ann-Sofie Johansson, Head of Design Womenswear and Creative Advisor at H&M, added: "We’re thrilled to be collaborating with Rotate again. Jeanette and Thora have such an eye for joyful, sophisticated design that makes people feel good about themselves. Which is what everyone wants for party season – and beyond."

Launching in 12 markets – double the amount of the previous collab - the 15-piece collection of clothes and accessories will be exclusively available on HM.com and in select stores.