diff --git a/CHANGELOG.md b/CHANGELOG.md
index c2b126b5..6806b92f 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -6,7 +6,7 @@ Release date: UNRELEASED
 
 ### New features and improvements
 
-* ...
+* Added a `--orientation` option to the `pagerotate` command to conditionally rotate the page to a target orientation (thanks to @gatesphere) (#705)
 
 ### Bug fixes
 
diff --git a/tests/test_commands.py b/tests/test_commands.py
index 53fdbd77..414372d5 100644
--- a/tests/test_commands.py
+++ b/tests/test_commands.py
@@ -728,6 +728,28 @@ def test_pagerotate_error(caplog):
     assert "page size is not defined, page not rotated" in caplog.text
 
 
+def test_pagerotate_orientation():
+    doc = vpype_cli.execute("random pagesize a4 pagerotate -o landscape")
+    assert doc.page_size == pytest.approx((1122.5196850393702, 793.7007874015749))
+
+    doc = vpype_cli.execute("random pagesize a4 pagerotate -cw -o landscape")
+    assert doc.page_size == pytest.approx((1122.5196850393702, 793.7007874015749))
+
+    doc = vpype_cli.execute("random pagesize --landscape a4 pagerotate -o portrait")
+    assert doc.page_size == pytest.approx((793.7007874015749, 1122.5196850393702))
+
+    doc = vpype_cli.execute("random pagesize --landscape a4 pagerotate -cw -o portrait")
+    assert doc.page_size == pytest.approx((793.7007874015749, 1122.5196850393702))
+
+
+def test_pagerotate_orientation_error():
+    doc = vpype_cli.execute("random pagesize a4 pagerotate -o portrait")
+    assert doc.page_size == pytest.approx((793.7007874015749, 1122.5196850393702))
+
+    doc = vpype_cli.execute("random pagesize --landscape a4 pagerotate -o landscape")
+    assert doc.page_size == pytest.approx((1122.5196850393702, 793.7007874015749))
+
+
 def test_help(runner):
     res = runner.invoke(cli, "--help")
 
diff --git a/vpype_cli/operations.py b/vpype_cli/operations.py
index 23b63724..f2f7fc6c 100644
--- a/vpype_cli/operations.py
+++ b/vpype_cli/operations.py
@@ -11,7 +11,14 @@
 
 from .cli import cli
 from .decorators import global_processor, layer_processor
-from .types import IntegerType, LayerType, LengthType, PageSizeType, multiple_to_layer_ids
+from .types import (
+    ChoiceType,
+    IntegerType,
+    LayerType,
+    LengthType,
+    PageSizeType,
+    multiple_to_layer_ids,
+)
 
 __all__ = (
     "crop",
@@ -665,12 +672,11 @@ def layout(
 @click.option(
     "--orientation",
     "-o",
-    type=click.Choice(["any", "portrait", "landscape"]),
-    default="any",
+    type=ChoiceType(["portrait", "landscape"]),
     help="Conditionally rotate only if the final orientation matches this option",
 )
 @global_processor
-def pagerotate(document: vp.Document, clockwise: bool, orientation: str):
+def pagerotate(document: vp.Document, clockwise: bool, orientation: str | None):
     """Rotate the page by 90 degrees.
 
     This command rotates the page by 90 degrees counter-clockwise. If the `--clockwise` option
@@ -689,7 +695,7 @@ def pagerotate(document: vp.Document, clockwise: bool, orientation: str):
     # check orientation constraint, and do nothing if target orientation
     # won't match desired result
     if (orientation == "portrait" and h > w) or (orientation == "landscape" and w > h):
-        logging.warning("pagerotate: page already in target orientation, page not rotated.")
+        logging.debug("pagerotate: page already in target orientation, page not rotated")
         return document
 
     if clockwise: