Meet Thora Valdimars and Jeanette Madsen, Founders of Scandi-Favorite Label Rotate
The duo have grown together and built an ultra-chic fashion label. Inspired by their past experiences, the designers join us for a personal conversation, sharing their evolution as women, mothers, and businessowners.
Thora Valdimars and Jeanette Madsen first met when they were both fashion editors at a Scandinavian magazine, but the two soon understood that their working relationship would become much more. With a common ground founded in fashion, Valdimars and Madsen bonded over their love of color, both clearly standing out on the streets of Copenhagen. When street style during Scandinavian Fashion Week was an endless sea of neutral color palettes and minimalist aesthetics, Valdimars and Madsen gave us a crash course on how to play with rainbow palettes, clashing patterns, and maxi proportions. Their street style authority became larger than life, and their aesthetics went from a simple signature to something that could be marketed and used to overcome a moment of stillness within the fashion scene.
Their brand, Rotate, was born out of pure joy for life, glamour, sensuality, and of course, playfulness. Inviting women to be their true selves and enjoy wearing multiple hats, Valdimars and Madsen believe that Rotate’s Fall/Winter 2021 collection elevates their life motto and references their favorite silhouettes—all while capturing their love for a classic cocktail hour and '80s vibes.
L’OFFICIEL: You both have been inseparable for a while. I believe it was during Copenhagen Fashion Week Fall/Winter 2018 that I first saw you as a power duo, strutting together and exuding a joyful ray of color. What sparked the bond between you?
Thora Valdimars: I was the fashion director at a magazine when Jeanette was hired as the fashion editor. Over time we found out we were so similar on so many levels and became super close.
Jeanette Madsen: We always traveled together for fashion weeks and spent a lot of time together, so we quickly became good friends.
L’O: Instagram has and still plays a major role in launching new talents. What’s the “It factor” that you think allowed you two to stand out as creatives and entrepreneurs amidst the landscape of Scandinavian fashion?
TV: I think street style had a lot to do with it, and probably the fact the we stayed quite true to our style and how we present ourselves on Instagram.
JM: I believe we represented what was missing, in some way, within the fashion world. For instance, Rotate's It factor is based on multiple elements that people were craving—a sexy, outgoing, bold, and affordable brand. Before launching it, everyone was always wearing the same brands and the industry (and our feeds) were very much predictable. I think we brought something new and unexpected to the Scandinavian fashion scene by creating something beyond ourselves.
L’O: How did you two start paving your way in fashion? Was there ever a time when your style and career goals differed from what they are now?
TV: My head is always spinning and I’m always thinking about new ideas, concepts, and goals. It’s really hard for me to stand still, so when I might have a current dream it just keeps evolving further. I can’t put a finger on it, but I can tell that I’m always on the move, plotting my next evolution in life.
JM: I started modeling when I was 16, a career that naturally took me to my next step. I soon became a model agent and, later, a fashion editor. Currently, I’m a designer and creative director, multiple personas that have I've been involved with since a very young age and, in all honesty, this has been my absolute dream—one that I never saw coming.
L’O: Did your area of studies influence your take on style? If so, where does it translate in your brand?
TV: I studied at London College of Fashion, and have always been the kid who liked to experiment. There are no rules when it comes to style, and get dressed to go to class there was a blast. The mix of vintage, designer, and high street opens you up to new ways of dressing and that’s what you want to experience if you want to develop a strong aesthetic. I think I learned quite a lot there when it comes to styling and I definitely bring that with me when we design—hence why I love quirky details and colorful pieces in flamboyant materials.
JM: I don’t have a formal design background, but I’ve been surrounded by stylists, designers, and photographers since I started working as a model. During that big adventure, I took in a lot of fashion lessons just from being around different creatives.
L’O: You sure wear many hats. How do you balance being a mom, wife, content creator, and business owner? How does it impact the way you dress and create your collections?
TV: I love when I walk out my door and I feel sexy, fashionable, and stylish. I often wear heels that are a bit too high or pieces made of latex at work, but that’s because I’m appreciating and celebrating my mood at that particular moment. That freedom is the best feeling in the world. For Rotate, I always think about what I’d want to wear myself and how I’d want to style it.
JM: I have an amazing husband that I share my parenting responsibilities with and I couldn’t do it without him. My children and family always come first, followed closely by my work and brand. I think being a mother and a family person truly influences my style because it guides my focus. I’m always quite comfy and practical in my everyday looks, so functional silhouettes paired with sneakers or boots are a must. Even when I dress up in more outgoing styles I still pair it with boots and sneakers because I walk everywhere. Whenever I wear heels, I bike instead of walk because it’s much easier than walking in heels. I want the Rotate woman to feel comfortable and amazing in their own skin when wearing our designs. It’s also about creating those key pieces that can be styled up and down. We launched Rotate Sunday while we were wearing nothing but tracksuits, so our lifestyles are a trustworthy source of inspiration.
L’O: What are your favorite Spring/Summer 2021 silhouettes?
TV: I love our floaty trousers paired with our short dress in kind of a lipstick-inspired print. It just feels so modern and chic. The material is comfortable and the colors are so gorgeous
JM: I love our light satin chemise that fits like an oversized men’s bowling shirt with a matching satin midi skirt with a high slit. I can’t wait to wear it on a warm sunny day.
L’O: What is the inspiration behind your catchy Make It Rotate Fall/Winter 2021 collection?
TV: The ‘80s movie Cocktail with Tom Cruise. The movie has two female leads that perfectly represent both of our personalities; the high glam diva and the innocent boyish chic.
