Copenhagen fashion brand ROTATE is for girls who love to have fun. Founders Jeanette Madsen and Thora Valdimarsdottir created the brand just over six years ago to fill the gaps in their own wardrobes – think sequined minis, printed co-ords, and rhinestone-adorned denim.
While the typical Scandi aesthetic is often understated and minimalist, ROTATE goes against the grain by creating bold and vibrant party wear for people who want to stand out. Through the brand, the designers are saying goodbye to the ‘jeans and a nice top’ look and paving the way for a new era of maximalism; embracing sparkle, prints and unapologetic fun.
Today (8 August) the brand is showcasing its SS25 collection, as part of Copenhagen Fashion Week. Service95 sat down with Madsen and Valdimarsdottir to explore what life is like juggling show preparations, raising children, managing everyday business tasks and continually finding inspiration to create pieces that draw in the ‘It’ girls. Plus, they each share five more Scandi fashion brands we should all have on our radar...
Our Morning Routine...
Valdimarsdottir: I start my day sorting breakfast for my son and getting everyone showered, dressed and out of the house. My boyfriend picks me up and drives me to work every day, and we have a daily coffee date at our favourite cafe on the way. It’s the best start to the day!
Madsen: I start my day in bed with a big cup of coffee, brought to me by my husband. We have a toddler, so we wake up very early and usually have around an hour to chill before our other boys are awake. I get everyone ready for school before I bike into the office, usually stopping for coffee for the team on my way.
What Our Work Environment Looks Like...
Madsen: We want our studio to be a happy and welcoming place. If you are spending more than half of your day there, it should be a friendly environment.
Valdimarsdottir: We would love to have a beautifully manicured showroom with no clutter, but the fact of the matter is, it is always a mess! But it is a working, creative space after all, and clearly, it works, because we make some great stuff in there.
Our Work Playlist...
Madsen: Right now, I only listen to Billie Eilish’s new album – Hit Me Hard And Soft – on repeat. It’s only 44 minutes long, and I have it on constant replay.
Valdimarsdottir: I have a summer playlist with a mix of different feelgood songs, from Bob Marley to Whitney Houston to Lana Del Rey.
The Cultural Moments That Will Always Inspire Us...
Valdimarsdottir: I have recently rediscovered my love of Sex And The City. I keep watching the old episodes again and again. I must have watched the whole series 100 times by now, and I always notice a new detail that acts as inspiration.
Madsen: We find a lot of inspiration in pop culture, so it is hard to narrow it down to one or two movies or shows. Over the years, we have had many culturally defining movies on our mood boards!
Our Work Uniform...
Madsen: It really depends on how I feel that day. Sometimes I wear a little heel or dress to perk up my energy and feel sexy, but other days I just want to be cool and casual. I love Alaïa, Magda Butrym, Saint Laurent...
Valdimarsdottir: I also don’t have a uniform, as I’m in a new mood every day and love to play around with my style. Some days I want to wear something from ROTATE Sunday and have a streetwear look, and other days I want to wear a flouncy summer dress and be super feminine. I love Y/Project and [Maison] Margiela. There are just so many incredible designers and brands to choose from; we can’t list them all.
Our Signature Scents...
Madsen: I’m wearing De Los Santos by Byredo.
Valdimarsdottir: I have Marrakech by Aesop. It is a lovely warm, summer scent.
A Trip We’ll Never Forget...
Madsen: Marrakech inspires me the most. I visit once a year, every year. It’s such a culturally inspiring place.
Valdimarsdottir: Bali was one of my favourite places that I have visited. It was so relaxed yet bustling, everyone was so friendly, the food was excellent, and the nature was stunning – what’s not to love?
The Best Career Advice We’ve Ever Received...
Madsen: Always stay true to yourself.
Valdimarsdottir: Work with people who are more talented than you are.
Where We Go For Inspiration...
Valdimarsdottir: We love to go to the Design Museum Library [in Copenhagen] to seek out inspiration. They have books from around the world on all sorts of design, which always help us out of a creative rut.
Madsen: We also go to the vintage stores in Copenhagen – both interiors and clothing – and look through old magazines. Between the two of us, we have a huge collection of old magazines, and looking through old editorials is a great source of inspiration.
If We Weren’t Designing for ROTATE...
Madsen: I would probably be a model agent because that is how I started out, and I thought that was where my life was going to take me forever. Thirteen years in a job is a long time!
Valdimarsdottir: I have always wanted to work in the creative industries, although I’ve always been interested in working with property! Whatever it was, I would be working for myself.
Rotate Designers Jeanette Madsen & Thora Valdimarsdottir’s 11 Scandi Fashion Brands To Know
Thora Valdimarsdottir’s Picks
- Aiayu – A brand born in 2005 by Danish founder Maria Høgh Heilmann, who wanted to build a project that would bring the legacy of Bolivia’s knit craftsmanship to the world.
- Sophie Bille Brahe – Raised with a deep respect for craft and storytelling, Sophie launched her eponymous fine jewellery brand in 2011 in Copenhagen.
- (Di)vision – “Creating from what already is” is the ethos behind the brand, founded by siblings Nanna and Simon Wick, which produces clothes from deadstock and recycled fabrics.
- AF Agger – A brand based on the idea that simplicity is beautiful, and sustainability is about making something of lasting worth.
- Akura – Founder Josie created the brand in 2022, later joined by designer Nerina – together, they merge their respective Scandinavian and Mediterranean approaches design to pieces produced in small quantities in Bali.
- Flatlist – The Danish brand for “creatives who seek eyewear as unique as their vision”.
Jeanette Madsen‘s Picks
- Tekla – A homeware brand focusing on functional yet elevated pieces.
- LIÉ Studio – Created by twin sisters Amalie and Cecilie Moosgaard, they offer accessories for the busy woman’s everyday uniform.
- Han Kjøbenhavn – Danish men’s and women’s fashion house focusing on sculptural ready-to-wear pieces, aiming to empower the body.
- Skall Studio – Skall’s ethos has fair production at the forefront, focusing on fur- and leather-free collections rooted in a strong family story.
- Elhanati – Founded by Orit Elhanati, the brand uses traditional, ethically sourced materials to create its untraditional line of fine jewellery.
Pia Brynteson is Content Editor at Service95
