The One Brand I'm the Most Excited by in 2020

Every fashion buyer I have spoken to this year has said their approach to 2020 is to stick to classic basics and seasonal staples such as boots and wear-forever outerwear. This shift towards timeless, seasonless items is one that we have seen for years. However, now more than ever, people are making considered purchases with sustainability and longevity in mind.

One brand that is leading the way when it comes to classic items is Totême. The Stockholm-based brand was founded by fashion blogger Elin Kling in 2014 and creates classic staples that have a clear, identifiable edge. The Totême colour palette is neutral, with camels, chocolate, black, cream, and greys. The focus is on the silhouettes, however, as all the pieces play with proportion. Take the iconic Annecy Coat—it has an exaggerated lapel, XL pockets, and a fall to the ankle, making it striking yet simple. 

While Totême has been building a fan base over the past few years, this year seems something of a breakout year. Just this week, Rosie Huntington-Whiteley posted on her Instagram feed a gallery of her recent winter looks, and four out of five of her outfits were by the brand. From knitted dresses to blouses to cashmere coats, the autumn/winter collection is exactly what we want to be wearing right now. Keep scrolling to see our edit of the best pieces by Totême right now.


Shop Totême:

Toteme fashion brand: camel jacket


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