Don’t Buy Anything For Party Season Until You See H&M’s New Designer Collaboration, Available Now

What's better than one Scandi brand? Two, obviously. That's true at least when the two brands in question are H&M – the high street brand known for its canny designer collaborations which sell out in hours, sometimes minutes – and ROTATE, the Danish label which has quickly become an influencer favourite. This is the second time the two labels have joined forces only, unlike last year, this collection is available in the UK. And it will sell out.

For those unfamiliar with ROTATE, it was founded in 2020 by Jeanette Madsen and Thora Valdimarsdottir, two Copenhagen-based influencers who originally launched the brand as a capsule collection for the 150-year-old Danish brand Birger Christensen. Since then, its premium partywear has become such a hit, it was reported to be one of the fastest-growing Danish labels of the moment. A particular hit with cool girls on Instagram, it has also been worn by celebrities including Katy Perry, Gigi Hadid, Rita Ora, Lily Collins and several members of the Kardashian family.

There was much consternation in 2023 when H&M launched its first ROTATE collection and it wasn't available to shop here in the UK. It's a match made in heaven, after all – trend-led, glitzy party pieces which exude vintage vibes, with distinct nods to '80s silhouettes and unapologetically glamorous details. Fans will be pleased, therefore, that this second offering is available to shop now – but for how long is anybody's guess.

There are signature ROTATE details on show in the form of puff sleeve jacquard mini dresses, metallic denim pieces, ruched maxi dresses and a hit of animal print. The structured black blazer with its single jewelled button is also guaranteed to be one of the first items to sell out, most probably within 24 hours or less.

It's a smaller collection that H&M's usual designer partnerships, which seems to be a new strategy for the high street brand in the last year. Rather than releasing only one blockbuster collab per year, it has started to launch several smaller collections, too – earlier this year saw the brand partner with Rokh, another label loved by fashion insiders the world over.

We're only about a month away from the inevitable slew of articles informing you of how to dress for 'party season' (apologies in advance), so perhaps there's no time like the present to upgrade your going-out wardrobe. Well, if you don't do it now, you're likely to miss out – such is the power of an H&M collaboration.

Shop: ROTATE x H&M

Hannah Banks-Walker is Grazia's head of fashion commerce. She has previously written for the likes of Harper's Bazaar, The Financial Times, Glamour, Stylist, The Telegraph, Red, i-D and The Pool on everything from fashion to curly hair (hi!) to the patriarchy. Not necessarily in that order. Find her on Instagram and Twitter. But please don't look for her MySpace profile, which until now was the last time she wrote about herself in the third person.