From canals that shimmer under Nordic light to cobbled lanes lined with minimalist cafés, Copenhagen moves to its own effortless rhythm. Style here speaks softly but with conviction: clean lines, layered textures, and an instinctive ease. Morning bike rides to late-night hygge, modern simplicity defines the city’s lifestyle. Meet the insiders who cycle, layer, and embody the quiet cool of Scandinavian chic.
Jeanette Madsen and Thora Valdimars Creative directors, ROTATE
ROTATE’s Jeanette Madsen and Thora Valdimars don’t just design clothes, they define an attitude. As the creative visionaries behind the new-to-Level brand, they distill Copenhagen’s playful sophistication into bold silhouettes, radiant energy, and unapologetic femininity. Their aesthetic is a study in contrasts: effortless yet electric, refined yet rebellious. Together, they personify modern Danish style, where confidence meets cool, and every piece is made to move, turn heads, and spark conversation.
They met as fashion editors in Copenhagen, spotting a gap in the market that no one else seemed to notice. Their vision? Affordable, sexy, and unmistakably bold, a brand that stands out without ever trying too hard.
Their personal styles couldn’t be more distinct. One is playful, glamorous, and a little unpredictable; the other, feminine, bold, and effortlessly cool. Together, they craft a brand that feels alive, dynamic, and unapologetically theirs.
Recharging happens outside the office. They sit plein air at small local cafés, watching streets come alive. People-watching, observing movement, and catching the unexpected, this is where inspiration strikes. Copenhagen, with its layered personalities and effortless style, becomes their living moodboard.
And if they were shoes? One, a light, airy sandal; the other, a shiny, confident pump. Every choice is a reflection of personality, energy, and the city they call home.
