Totême
Totême's minimalist luxury fashion, editorial campaigns, and clean-lined design across the globe
Featured Totême projects
This week's top Totême projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Totême · 'Thorns by Guido Mocafico' Jewelery 2024 Ad Campaign
In the Thorns by Guido Mocafico campaign for Totême, the boundary between botanical ferocity and refined luxury is blurred through a lens of stark, editorial minimalism. Photographer Guido Mocafico employs a highly controlled studio aesthetic, utilizing both crisp studio strobe and natural light to document the interaction between Totême’s industrial metalwork and the sharp, organic forms of succulents and thorny botanicals. With creative direction from Ellen Kling and Karl Lindman, the project channels a conceptual sophistication that elevates the jewelry beyond traditional product display. By draping delicate silver chains and diamond-encrusted bands across the jagged spikes of cacti, teasel plants, and aloe vera, the work leans into a high-contrast, monochromatic visual language. These images, which utilize macro techniques to emphasize the intricate facets of gemstones against the rough textures of nature, read as a study in rhythmic tension. The high-key white backgrounds ensure that the focus remains entirely on the juxtaposition of refined geometric lines and untamed, organic subject matter. This collaboration stands as a masterful example of fine art commercial photography, stripping away extraneous noise to let the interplay of light, shadow, and materiality define the brand narrative. Through this precise, graphic approach, the jewelry is reimagined not merely as an accessory, but as a sculptural element inherently tied to the structural beauty of the natural world.
Project Totême · Fall 2025 Ad Campaign
The Totême Fall 2025 ad campaign serves as a masterclass in modern luxury fashion, stripping away the superfluous to reveal the brand's core commitment to architectural form and material integrity. Under the sharp creative direction of Elin Kling, the campaign embraces a rigorous editorial minimalism that feels both timeless and distinctly contemporary. Photographer Mikael Jansson captures these visuals with a precision that elevates the everyday, utilizing a high-key studio strobe technique to bathe every frame in an even, shadow-defying light. This approach allows the textures of supple leather bags and chunky knitwear to take center stage against stark, clinical white backdrops. Stylist Camilla Nickerson expertly curates a monochromatic palette, layering voluminous fur coats and sleek, knee-high boots on model Julia Nobis to create a sense of effortless, high-fashion poise. The imagery frequently incorporates brutalist concrete furniture, providing a grounding, structural counterpoint to the soft, contouring lines of the apparel. By balancing these industrial elements with clean, sans-serif typography, the campaign cements the Totême aesthetic as a coherent vision of quiet power. It is a calculated exercise in restraint where the interplay between the human form and high-end accessories feels entirely intentional, reflecting a sophisticated, commercial perspective that prioritizes clarity, texture, and a polished, singular identity in an increasingly cluttered fashion landscape.
Project Totême · Filicudi
The Filicudi campaign for Totême captures an atmospheric dialogue between high-fashion minimalism and the raw, volcanic landscape of a Mediterranean island. Photographed by Sebastian Sabal-Bruce, the imagery leans into a nostalgic, analogue film aesthetic characterized by high-contrast monochrome portraits and warm, golden-hour compositions that highlight the collection’s focus on clean geometric lines and relaxed tailoring. Creative direction and design by Elin Kling and Karl Lindman inform the project’s sparse, intentional visual language. Featuring model Muna Mahamed, the editorial series utilizes soft natural light and rugged coastal terrain to frame the garments against the expansive horizon. With hair styling by Alessia Bonotto, the work maintains a consistent, understated visual identity throughout.
Project Totême · Totême Spring 2025 Pre-Collection Lookbook
The Totême Spring 2025 Pre-Collection lookbook captures the label's signature minimalist aesthetic through a series of refined fashion portraits. Shot by photographer Théo de Gueltzl, the collection centers on monochromatic palettes and sculptural silhouettes, ranging from oversized outerwear and structured tailoring to tactile knitwear and draped layering. Working with fashion editor and stylist Virginie Benarroch, the production leans into clean studio lighting and neutral, textured backgrounds to emphasize fabric quality and fluid proportions. The editorial series features hair by Rudi Lewis, makeup by Anya de Tobon, and set design by Andreas Frienholt, with casting directed by Jess Hallett. Using a desaturated color grade and natural light, the lookbook maintains a consistent, understated focus on garment construction.
Project Totême · Totême S/S 25 Campaign
Totême presents its Spring/Summer 2025 campaign, an editorial fashion project captured through an austere, minimalist lens. The series centers on model Jeanne Cadieu, positioned against weathered concrete and distressed plaster surfaces to create a raw, industrial backdrop for the collection's clean silhouettes. Photographer Mikael Jansson utilizes analogue film and soft, directional natural light to emphasize the rich texture of the knitwear and structured outerwear. With fashion styling by Camilla Nickerson, the aesthetic remains focused on minimalist elegance. Hair by Mustafa Yanaz and makeup by Mark Carrasquillo, alongside casting by Jess Hallett, round out the monochromatic series.
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