Rotate's Thora Valdimars chopped off her signature braid – and now we have major bob envy

By Josefin Forsberg

Photo: Marco van Rijt

Blame it on Bieber, Hosk or the runways – the bob is officially back. And Rotate founder Thora Valdimars' new drastic crop has us calling the hair salon

For years, Thora Valdimars, Copenhagen's very own 'cool girl' and co-founder of Rotate, was synonymous with her iconic (and incredibly long) braid. But in a recent turn, Valdimars has opted for the shears, leaving us all with serious bob envy.


The bob, a timeless hairstyle, has been making waves recently, and not just in the streets of Copenhagen. Perhaps it's the Hailey Bieber effect, who debuted her crop at the start of 2023, resulting in a butterfly effect that's seen the chic cut flutter across the globe. Or perhaps it's the viral TikTok sensation of the 'f*** ass bob': the blunt-cut, middle-parted chunky bob iteration that takes its name from a memorable scene of Euphoria featuring Barbie Ferreira's Kat.

For the autumn/winter '23 season, an array of designers sent cropped cuts down their runways – a likely catalyst for the trend. Elsa Hosk, known for her ethereal mermaid tresses, debuted a chic bob during the Dior autumn/winter 2023 show, causing a stir in the fashion realm. Not to mention Vogue Scandinavia's homage to the cut, as seen in the recent August-September issue fronted by Pernille Teisbaek.

It's a bold move to shed a signature 'do, but Valdimars' transition to this hairstyle feels both fresh and familiar, given the current global style trajectory. Vogue Scandinavia's take-away? Bobs are back, and they're more envious than ever. We're already setting up our next appointment with the hair salon.