Totême

Sep 2025

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.

Editorial, Editorial, Vertical, Vertical, Commercial, Commercial

Studio strobe, Studio strobe

Luxury Fashion Houses, Luxury Fashion Houses, Fashion, Fashion