Even if you don’t recognise the name of Scandi brand Rotate, you may well have clocked one of its jewel coloured, puff-sleeved micro mini dresses on your Instagram feed.

The dress-centric brand, spearheaded by Danish influencers Thora Valdimars and Jeanette Madsen, exploded onto the scene in autumn 2018 and has quickly become a go-to for flirty, 80s-inflected partywear.

Now the company behind Rotate, Copenhagen-based concept store Birger Christensen, is making a play for our day-to-day wardrobes, with the launch of an all new brand called Remain.

Positioned as an ‘accessible contemporary everyday uniform’, Remain ‘is created from a desire to simplify life for busy, fashion-conscious woman living an urban life.’

With prices from £90-£700, Remain has a focus on good quality, simple pieces and well-cut tailoring in interesting fabrics.

”Remain is a response to the many tasks we face every day. Whatever circumstances life treats you with, we’d like to make dressing easy,” says Remain CEO Denise Christensen. “It can be difficult to choose an appropriate and functional outfit that not only suits you, but also adds a luxury feel to your wardrobe – at affordable prices. We want to accommodate the needs of the women we design for.”

The brand launched with autumn/winter 2019, but it’s the spring/summer 2020 collection that you’ll first be able to shop in the UK at Browns, Selfridges and Net-a-Porter.

Featuring a summery version of a houndstooth, and raw-surfaced natural fabrics, the collection, titled “ A Female Portrait”, goes long on timeless silhouettes: from boxy shirts to leather trench coats, high-waisted shorts and ribbed dresses. Tailored shoulders, crispy shirt fabrics and volume pleats come in golden, earthy hues, with flashes of cotton candy pink, pistachio green and deep burgundy.

“Whether you’re heading home from work, taking the kids out or meeting a good soul for a glass of wine,” says Christensen, Remain gives you “the classic statement pieces you wish you had yesterday and will have for many tomorrows.”

Rather than being driven, like its sister company Rotate, by the latest trends, Remain’s collections are designed to do just what they say on the tin, and remain in your wardrobe for many seasons to come.



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