There isn’t a fashion girl we know who didn't purchase or want a piece of Totême’s magic in their wardrobe this year. It was hard to avoid seeing the Stockholm-based brand all over our feeds—everyone from our favourite influencers to Rosie Huntington-Whiteley (a long-time fan) and even Kourtney Kardashian was seen sporting the brand. Undoubtedly the label of 2021, it’s easy to see why. Our approach to dressing definitely shifted this year towards classic basics and seasonal staples more than ever before. It has, of course, been slowly happening for a while, but now more than ever, people are making considered purchases with sustainability and longevity in mind. And that’s exactly what Totême does best.
Founded by fashion blogger Elin Kling in 2014, the brand creates classic staples that have a clear, identifiable edge, from denim and wear-forever outerwear to boots and even leggings. The Totême colour palette is neutral, with camels, chocolate, black, cream and greys, but the real focus is on the silhouettes. Perhaps the key to its popularity, all of the pieces play gently with proportion so they’re wearable but instantly have that expensive-looking edge. Take the new camel Robe coat (an icon in the making)—it has an exaggerated lapel, wide waist tie, and a fall to the ankle, making it striking yet simple.
Of course, we can’t talk about Totême now without discussing thatstriped jumper, seen on so many influencers and editors alike and just another example of how the brand can take a simple classic and make it more covetable than anyone else. It may be everywhere right now, but the appeal is that it’s such a timeless piece it can be worn forever. Ditto with the shearling jacket that’s taken this winter by storm. It’s an investment for a lifetime. (It helps that it looks darn cute in Instagram pics too.)
So while 2020 may have been Totême’s breakout year, and 2021 the year it became somewhat of a fashion-girl cult, it’s popularity shows no signs of slowing down in 2022. If anything, the more new-in greatness we see, the more we want it. Keep scrolling if you need proof.