FOCUS ON: TOTEME
25 May 2021 — Spoon
Totême is a Swedish brand founded in 2014 and it has taken over the “essentials” section of many wardrobes. What really set it apart , in a world full of brands making basics, is its easy Scandinavian minimalism.
Totême is the project of blogger Elin Kling and husband Karl Lindman, both from Sweden. You can tell how their background shapes their design, from a minimal color palette to the linear shapes.
Totême doesn’t design according to trends, so its pieces don’t go out of style with every passing season. To wear Totême means to immediately feel that Wow, this looks effortless—which, to be honest, is the ultimate and hardest-to-achieve fashion goal.
The Totême colour palette for 2021 is neutral, with camels, chocolate, black, cream, and greys. The focus is on the silhouettes, however, as all the pieces play with proportion. Totême is a style universe with a singular aesthetic, the label explores the appeal of a modern uniform through distinct design particulars, craftsmanship, and methodic repetition. Inspired by women’s lives and needs, the ambition is to define a dress code and wardrobe that backs their purpose.