To get the Scandinavian look you’ll need something loose, neutral and versatile, pieces that you can style in different ways and wear across occasions. It must be comfortable, minimalist but stylish. The must have? A long trench coat, preferably in black or soft earthy tones, and a big chunky bag. We’ve all seen it, worn it, bookmarked it on Pinterest, nothing ground-breaking. But lately something is shifting. Today’s Scandi It girl doesn’t only want comfort, she wants something that feels authentic, bold, something that screams confidence and steals the attention, something like a big fur jacket or a mini dress with puffy sleeves, something like Rotate.
Founded in Copenhagen in 2018 by Thora Valdimars and Jeanette Madsen, Rotate has shifted that balance. Dressing up becomes “a little dream”, a moment to step into “a fantasy”, but more importantly, a celebration of who we are while staying true to ourselves. It takes the codes of Scandinavian fashion and transforms them expanding what it can represent: neutral palettes make room for colour, tailored silhouettes meet maxi proportions, yet everything remains wearable. This is Scandi-glam: classic pieces with an unexpected twist, a universe of contrasts, chaos and beauty, It girl energy, power, glamour, a space where every woman can define herself, and unmistakably Scandinavian.
Do you see dressing up as a form of escapism, or an act of freedom and celebration?
Dressing up is a little dream. Sometimes we wear them to escape, to step into a mood, a fantasy. But other times, it is freeing, a way to celebrate who you are, your body, your energy, your life. Fashion is joy and it should make you feel light, alive, and a little more yourself than yesterday. If it feels right, that’s all that matters.
You are both mothers, creative directors and entrepreneurs. What has it been like to build a brand in such a fast-paced industry while trying to balance it with your personal lives?
There’s no real balance. Building Rotate has always been a mix of chaos and beauty. And we really thrive in that tension. We’ve learned to move fast when we must and pause when it counts. The truth is, we love what we do, obsessively. That passion doesn’t take away from who we are as mothers or friends; it feeds it. The more we pour into our work, the better we feel in every little part of our lives.
Your brand is often linked to the idea of the It Girl. What does being an It girl really mean today?
It’s about being unapologetically yourself. There’s an energy, an aesthetic, that draws you in to them. That kind of authenticity is a skill. Think Camille Charrière, Zoë Kravitz, Veneda Carter: they curate their own universe, their own aesthetic. Their individuality is magnetic. It’s not about commercial perfection; it’s about presence, confidence, and a universe that’s entirely their own.
You once mentioned that you came into the industry wanting to not only dress for yourselves but also for your men because there’s something powerful in being seen by them. In a time when many women are reclaiming independence from the male gaze, how do you navigate that tension between dressing for yourself and dressing to be seen?
For us, dressing up has always been deeply personal and intimate. It’s never about seeking approval. It’s about expressing your energy with confidence and intention and aligning with who you truly are. Being seen naturally follows, but it’s never the motivation. That power starts within.
Following on that, as independent women yourselves, what makes a woman powerful?
So many things. Power, to us, is about being true to yourself, whatever that looks like. If your dream is to build a career, that’s powerful. If your joy is raising your kids, that’s powerful too. There’s no single version of strength. And the only time it fades is when you force yourself into someone else’s idea of success. Real strength is being connected to what feels right for you, and that can take infinite forms.
Do you think women still, consciously or unconsciously, seek male validation?
Validation is human, we all seek it in different ways. It’s not about male validation specifically. It’s about connection, feeling understood, and being seen by the people who matter in your world. Friends, collaborators, partners and most importantly yourself.
Your designs are bold, playful, and sensual. Do they challenge traditional ideas of desire and femininity?
Of course, and we feel that’s the whole point. Our clothes start classic, but then we add the unexpected: a slit, a little sparkle, an interesting fabric, a sculptural unexpected detail. It’s about giving the confidence to play with it, to be bold, and to have fun with it. We’re not trying to shock, but to make everyone feel their absolute best, however that looks for them.
Scandinavian fashion is often associated with minimalism and restraint. Do you see dressing up as a cultural statement in that context?
Dressing up can absolutely be a cultural statement, especially in Scandinavia, where minimalism has long defined the aesthetic. Rotate exists within that context, but we’ve always pushed the boundaries of it. We blend Scandinavian allure with glamour, statement shapes, and a fearless attitude. So yes, in its own way, dressing up becomes a statement, a way to expand what Scandi fashion can look like and to express a bolder side of the culture.
How does this Nordic code meet with your love for bold, expressive fashion?
A lot of what we make is wearable, and that’s the Nordic code shining through. We’re Scandinavian at heart: clothes have to live with the woman wearing them. But then we layer on the glamour, and that Rotate code. It’s the balance between ease and expression that makes our vision work, grounded in Nordic practicality, elevated by bold, confident design.
Your brand started as a Copenhagen-based project and became an international reference. How do you keep that sense of authenticity as the brand grows?
Rotate is incredibly personal. It was born from our deep obsession with fashion, and there’s half of us in every design, every decision, and direction the brand takes. Over the years, we’ve built a universe that now has its own language and energy; a foundation that now allows us to stay true to the brand’s DNA no matter how we grow or where we sell. From events and our new shoe line to collaborations with other brands everything we do carries the essence of who we are. It’s our universe, and we and we never compromise on what makes Rotate, Rotate.
Rotate resonates with so many different women. Is there an interest in youth culture?
Balancing creative freedom, commercial reality, and what actually sparks interest is tricky, and it’s a dance we do every season. We pay attention, we talk, we watch, we absorb. Young people have a lot to say, and they often set the tone. But we’re inspired by anyone with a voice, a vision, a perspective that makes us stop and think. That curiosity isn’t ageless; it’s timeless. And that’s exactly what keeps Rotate alive, relevant, and, honestly, a little unpredictable.
What makes Rotate stay relevant?
Relevance isn’t something we hold on to, it’s something we move with. For us, it comes from a deep, genuine interest in what we do. We never stop shifting, adapting, responding to what happens around us. Standing still has never been part of our story, and maybe that’s exactly why we’re here.
