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Suitcase Series

Suitcase Series: The Co-Founders of ROTATE

Danish influencers Jeanette Madsen and Thora Valdimars are the dynamic duo behind Copenhagen-based brand ROTATE, a ready-to-wear label known for its playful, everyday glamour.

Both frequent flyers, we caught up with Jeanette and Thora about their suitcase psyche, from the destinations on their wish lists to their most memorable trips – and more.

What is the first trip you remember taking?

JM: I remember going to Crete when I was about 10 years old. It was with my grandmother and grandfather who had invited our family on vacation. I have such a strong memory of the food, especially eating this hotdog, which was just sliced sausage on toast – but it was amazing. And the sand was so warm, I had never experienced anything like it. My grandparents were the only reason we went on holiday, because when my grandma would get a bit tipsy she would get so happy she would organise a holiday!

TV: My first memorable trip was moving from Iceland to Denmark. I was actually scared to come to Denmark because I knew there would be soldiers there; I had seen them on TV as a child. We didn’t have a military in Iceland, so it seemed like the most scary thing.



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A post shared by Crete | Greece (@visit_crete_guide)

What’s been your most memorable trip and why?

JM: Cuba, because it was such a unique experience. I was quite young at the time, and Christian (my husband) was taking me to many amazing places around the world, but Cuba just hit different. It was so beautiful in a very authentic and real way. We had this amazing taxi driver, called Felix, who would sing to us as he drove – he took us to lots of special places and restaurants where we could eat fish (which wasn’t easy to come by, due to government restrictions at the time).

TV: It was definitely the first time I went on holiday with my son, just the two of us. I had no money at the time, and thought it would never be possible, but my friend helped me find a charter trip that I could afford. I remember seeing my son swimming in the pool, sailing, and diving in the sea. I couldn’t believe we were able to take a trip like this, or that my son was experiencing all these things that I never could as a child.

Where or what is your escape?

JM: Marrakech or my country house in Denmark. We go to Marrakech once a year, and the country house offers a perfect weekend escape from the city. 

TV: Mine is Dubai.



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A post shared by Jeanette (@_jeanettemadsen_)

What’s the biggest lesson you’ve taken from your travels?

TV: Being able to travel is a privilege, but it helps you to stay open minded. Without travel it is easy to become used to one culture. When travelling, you get to see cultures up close and experience the differences in real life, rather than just from a screen. When you meet people and have new experiences, you realise that what you see in media is not the same as reality.

JM: I agree with Thora!

If you could go anywhere tomorrow, you’d go to:

JM: I would go back to the Maldives to the Soneva Fushi Hotel.

TV: I would take my family to the Seychelles.



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A post shared by Soneva (@soneva)

How would you spend your ideal afternoon in your home city?

JM: Always a summer picnic with the kids.

TV: My ideal afternoon in Copenhagen is definitely during the summer. I like to find a perfect spot in the sun and hang out with good friends and my boyfriend to drink good wine, eat good food and soak up the vibes.

What’s your idea of a luxury holiday?

JM: Being able to spend quality time with my children is a real luxury. Plus, if we stay at a hotel, I don’t have to cook.

TV: Somewhere warm to escape the cold Scandinavian weather.


Where do you get your holiday inspiration?

JM: Instagram, word of mouth and conversations with friends.

TV: Instagram or TikTok.

If you could sit next to anyone – dead or alive – who would it be?

JM: Pieter Mulier, I am obsessed with his work for Alaïa.

TV: I would love to be sat with Anthony Vaccarello, he is such an inspiration. 

How do you recover from jet lag?

JM: I focus on getting back into normal rhythm. I also try not to eat a lot on the return flight so that once I land, I adjust to the timings at home.

TV: I always take a lot of short naps throughout the day when I land, and that usually fixes it. 



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A post shared by Jeanette (@_jeanettemadsen_)

What’s your in-flight beauty routine?

JM: I don’t usually do any complicated in-flight skincare, but I do drink a lot of water and lather hand cream and lip balm on.

TV: If I’m on a long flight I use cleansing wipes and moisturiser to feel fresh, both on and off the plane. 

Your flight’s delayed an hour and your phone’s out of battery. How do you pass the time?

JM: I’d find some good food.

TV: It depends which airport it is. If it’s in Copenhagen, I would have a great meal and go shopping, but if it is a different airport I don’t know…probably buy a magazine and chill out. 

Favourite hotel?

JM: Soneva Fushi in the Maldives really was a dream destination, but I have so many destinations on my bucket list. My dream hotel right now is Cuixmala in Mexico.

TV: The EDITION Hotels never let me down. They are always so beautiful and are in all the major cities.



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A post shared by Cuixmala (@cuixmala)

Favourite airline? 

JM: I’ve flown with many, but Qatar is really nice and Turkish airlines was also a great surprise.

TV: Emirates, always.

What’s on your travel playlist?

JM: I rarely listen to music in public because I can’t not sing out loud, but if I did it would be Lana del Ray or Adele. 

TV: I would be listening to D1MA. 

Where next?

JM: I’m going to Italy in the summer with my family and friends, we have friends with a house in Tuscany that have kindly invited us to stay.

TV: I’m going to Barcelona in June.



Hand-luggage essential?

JM: Phone.

TV: Passport.

Packing: roll or fold?

JM and TV: Fold.

Inflight book or inflight film?

JM: Book.

TV: Film.

Music or podcasts?

JM and TV: Music, 100 per cent.

Time killer on a long-haul flight?

JM: Going through pictures.

TV: Movies.

Holiday tipple of choice?

JM: Amaretto Sour.

TV: A shot of tequila with sparkling water and lime.

Bucket list top destination?

JM: Fiji and Seoul.

TV: Japan and Mexico.

Best shopping gem found abroad?

JM: Souvenirs that act as reminders of good times.

TV: I rarely go shopping on vacation, but KITH in Paris is a real gem; I can shop for myself, my boyfriend and my son – plus have a coffee at the same time.

Beach or City?

JM and TV: Beach.

Ultimate holiday treat?

JM: Relax! Sunbathing!

TV: Trying out new places.

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