As Rotate adds to its growing digital portfolio with a reimagination of its digital-only Theresa dress, Vogue Scandinavia speaks to Denise Christensen, CEO of Birger Christensen Collective, on the brand's deeper dive into the Metaverse
“We have a history of over 150 years and it’s a part of our DNA to reinvent and innovate,” says Denise Christensen, the CEO of heritage brand Birger Christensen Collective that backs buzzy Danish labels Rotate and Remain. “It’s a part of our DNA to reinvent and innovate, the use of AR and our Web3 journey is very true to this,” she adds.
It was last year that Rotate Birger Christensen took its first major plunge into cyberspace, with the trail-blazing Theresa dress hitting the market during Copenhagen Fashion Weeks spring/summer 2023 season. Further cementing the digital-savvy credentials of the brand, the design was plucked from the real-life runway, and translated into NFT format with a vibrant flame print. It sold out within minutes of launch.
it’s a part of our DNA to reinvent and innovate
Denise Christensen, CEO of Birger Christensen Collective
Owners of the ROTAT3 Morph NFT have now been offered a seasonal refresh to their digital purchase, as Theresa is refreshed in a high-octane metallic fabrication, true to Rotate’s party-ready spirit. “We wanted to bring the core essence of Rotate to the new dress, says Christensen, “and that really is sequins and sparkle. This reinvented dress is even bolder, louder and more fun, giving the owners a taste of what it is to have a Rotate dress in your wardrobe.”
Stella McCartney's showspace at the 'Redefining the Body' .
Richard Quinn's take on the body redefinied at the immersive exhibition.
Christensen, on behalf of Rotate, was one of a select few to participate in Vogue and Snap Inc’s groundbreaking augmented reality exhibition and panel discussion ‘Redefining the Body’ in London, as curated by British Vogue’s editor in chief Edward Enninful. In good company with other pioneering brands like Stella McCartney, Richard Quinn, Versace and Dior, the immersive event illustrated how augmented reality can advance the realm of physical fashion – while reconfiguring notions of the body today, exploring race, gender, age, sexuality and size.
Reflecting on ‘Redefining the Body’, Christensen says, "it was a great example of creativity in fashion design and the use of AR across business, big or small. AR and Snap tech are very beneficial across touchpoints for all kinds of business, and we are a great example of that with our launch at Copenhagen Fashion Week in August, and our continued AR journey.”