Without ever staging a fashion show, the name Toteme [IG] has resonated in fashion world for a decade. Karl Lindman, a former art director at advertising agency Baron & Baron and Interview magazine, and Elin Kling, his wife, Toteme cofounder and head of design, finally delivered the runway experience.

Toteme had a fashion show in January, scheduling their maiden runway presentation in Paris, on the first day of haute couture. Many called it a ‘cheeky move’, but the Toteme team kept the affair low-key and intimate, delivering an atmosphere and collection evoking exactly what fashionistas and creatives alike expect from the Scandi chic brand.

Delivering beyond atmosphere and styling into sustainability — which MATTERS to Scandinavians — fall 2024 silhouettes were long and lean but fluid, not clingy. Toteme’s coveted knits used an abundance of recycled cashmere and wool certified by the Responsible Wool Standard.

With Toteme promising Paris in January 2024 guests and supporters another runway return soon, the brand has rolled forward with a simply-sophisticated F/W 2024 campaign shot by Mikael Jansson [IG] in the brand’s atelier.

Note that the Toteme has no history of ad major campaigns, preferring to invest their financial resources into product. All of that history has changed in recent years, but always in very measured ways.

Models Liisa Winkler, Nyaduola Gabriel and Vivienne Rohner are styled by Camilla Nickerson. / Hair by Damien Boissinot; makeup by Hannah Murray