Rotate is one of the hottest brands of the moment coming from Danish stylists Jeanette Madsen and Thora Valdimars. The brand brings the party with their fun and sexy, yet wearable dresses. Think sky-high hems, puffy sleeves, and a magnetic color palette.
LuisaViaRoma and Rotate held a party during Paris Fashion Week to celebrate the launch of the exclusive Kim dress they’ve designed for LuisaViaRoma – a show-stopping crimson mini-dress with a high neck, and their signature, voluminous balloon sleeves. Let the party begin.
Rotate is one of the hottest brands of the moment! Can you tell us a little bit about the history of the brand?
We were working together at a fashion magazine and found out that we both had the dream of starting our own brand. We were always attending various events due to our jobs, as well as weddings and birthdays, and really felt that it was difficult finding dresses that were sexy and extra at a price that we could afford – so that’s when we had the idea of starting Rotate.
What is the design ethos of Rotate?
We aim to make our collections sexy and extravagant, but still wearable and with a twist.
What inspires you the most?
We love looking in vintage stores, and at old movies, magazines, and pictures. It’s where we really get inspired. Also, often we have inspired by a feeling when we sit together and talk about what we would love to wear when we go out.
How has Copenhagen influenced the brand?
In so many ways. In Copenhagen we’re very practical, a lot of girls bike to dinners and parties so the dresses need to be wearable and comfortable, yet with a twist of sexiness and extravaganza.
What are your star signs?
We are both Libras.
What’s the perfect outfit for a big night out?
Jeanette: A short dress, heels and a flashy pouch with, makeup and hair kept more simple.
Thora: A short dress, killer sexy statement heels, and slick hair.
Your favorite restaurant in Copenhagen?
We really love Falang. The decor is so colorful, the food is Asian and is the best in town and as a plus, they have a karaoke room. It doesn’t get better than that!
Style icons?
Debbie Harry and Brigitte Bardot.
When clients wear your collections, how do you want them to feel?
We want them to feel it’s ok to be the center of attention, and we want them to feel special, sexy and feminine.
First thing you do when you wake up?
Thora: It’s so bad and embarrassing, but I check my phone as soon as I wake up.
Jeanette: Take a sip of my coffee and kiss my husband good morning, but I open my mail the instant after…
Can you each run us through a typical day for each of you?
Thora: I wake up at 6 am, wake up my son, make a coffee and then breakfast and lunch for my son. Then I take him to school and I go to meetings, shoots or the office. My day after I get my son to school varies so much – they are almost never the same.
I pick up my son from basketball in the evening go home and cook, chill for a while and then off to bed.
Jeanette: I always wake up to a cup of coffee from my husband in bed, the best thing I know! And answer a few emails before I get up to wake up my boys (Wilbert, 10 and Norman, 8). I make lunchboxes and when my husband takes them to school, I go to Yoga or Pilates and after I meet up with Thora to work on Rotate. Later I would probably meet with my husband to shoot a job before we pick up the kids. Soccer, tennis or homework with the kids is usually next. We then have a take-away or home-cooked meal depending on how much time we have. Then it’s storytelling for the kids. After that, about an hour checking mail before watching a T.V. series with my husband – I can’t go directly from work to bed. I need to get my mind on something else. Finally, I do a 15-minute cleansing routine before going to bed, preferably before 23.00.
Special thank you to Rotate and Jeanette Madsen and Thora Valdimars.
