The Scandi fashion Gods have answered our prayers.
If you were one of the unlucky ones who missed out on last year’s ROTATE x H&M collaboration (looking at you, UK shoppers), rejoice—this iconic partnership is back, and it’s better than ever. Launching TODAY, the second capsule collection includes all the party-ready pieces we’ve been dreaming of, and this time, it’s available to UK shoppers. Thank you, fashion gods.
Whether you’re preparing for festive soirées or just need an excuse to wear something fabulous, this 15-piece collection is party season in a capsule. Think dramatic puff sleeves, rhinestone embellishments, metallic jacquards, and bold zebra prints—basically, everything you need to shine at every event on your calendar.
ROTATE’s Party-Perfect DNA Meets H&M’s High Street Sensibility
ROTATE, founded in 2018 by creative directors Jeanette Madsen and Thora Valdimars, was born out of a desire to fill the gaps in their own wardrobes. Inspired by vintage silhouettes and a love of statement pieces, the brand quickly became known for its bold, empowering designs that are all about confidence. When ROTATE collaborates with H&M, magic happens.
While this collection may be smaller than previous designer collaborations like H&M x Mugler, H&M x Rokh, or H&M x Rabanne, it’s no less mighty. ROTATE’s signature party-ready pieces, often inspired by ’80s shapes, are complemented perfectly by H&M’s more accessible sensibility. The result? A collection that is both retro-inspired and forward-thinking—timeless but totally fresh.
Retro Vibes with a Modern Twist
Jeanette and Thora have made no secret of their retro influences, drawing inspiration from iconic muses like Blondie, Michelle Pfeiffer, and Princess Diana. The result is a collection that feels nostalgic but still edgy and modern—exactly what we need for the festive season.
The color palette of the collection is a mood in itself, with classic black and oxblood red (super on-trend for AW24) paired with vibrant bursts of pink, bright white, and sparkling silver. Even the denim pieces have been given the ROTATE treatment, coated in metallic finishes that challenge traditional norms and encourage boldness and confidence from the wearer.
Ann-Sofie Johansson, head of design womenswear and creative advisor at H&M, couldn’t agree more, saying, “Jeanette and Thora have such an eye for joyful, sophisticated design that makes people feel good about themselves.” And honestly, isn’t that exactly what you want when you’re getting ready for a holiday party?
Shop the Collection Now
Ready to make a statement? The ROTATE x H&M collaboration is live now, with all 15 pieces available online at hm.com and in select stores (Kings Road and Regent Street in London). If you’re looking to embrace your inner ’80s icon this party season, shop the collection below and add these pieces to your wardrobe before they sell out!
