Totême

Apr 2025

Totême consistently masters the art of restrained luxury, and their Summer 2025 ad campaign serves as a masterclass in editorial minimalism. Under the vision of creative directors Elin Kling and Karl Lindman, the project leans into a brutalist-inspired narrative that frames high-fashion silhouettes against the raw, uncompromising textures of weathered concrete and unfinished plaster. Photographer Mikael Jansson captures the collection with a clinical, focused gaze, utilizing soft natural light to highlight the tactile quality of crocodile-embossed leather and crisp ribbed textiles. By stripping away visual clutter, the imagery allows the structured lines of a signature handbag or a tailored black coat to take center stage, creating a powerful juxtaposition between refined, high-end design and the industrial grit of the setting. The casting of Jeanne Cadieu brings a calm, stoic presence to the portraits, perfectly embodying the brand's signature poise. With styling by Camilla Nickerson and precise grooming by Mustafa Yanaz and Mark Carasquillo, every element—from the monochrome palette to the chiaroscuro-inspired lighting—feels deliberate. This campaign avoids the excess typical of the industry, instead leaning into a sophisticated, quiet confidence that cements Totême as a leader in modern luxury fashion. The result is a series of images that feel like a cohesive, thoughtful dialogue between architecture and attire, proving that the most impactful statements are often those stated with the greatest restraint.

Vertical, Commercial

Natural light

Luxury Fashion Houses, Fashion