Setting up a new fashion brand can rely on different facets subsuming quality, feature, celebrity or even e-commerce. Co-founded by perfect couple Swedes Elin Kling and Karl Lindman, brand Totême will disclose its fashion week debut this week.
Kling said to Vogue, “I have always been very strategic when dressing,” she continued, “I love the idea of creating a uniform.” Totême was unveiled in 2014 in New York, actually how to conceive philosophy for this brand was not easy for Kling and Lindman. The original idea considered the brand as a combination of complexity and accessibility which featured minimalism and utility, inspired by traditional and classic Swedish style in the meantime blended with Kling’s no-fuss taste.
Travel was another theme for their brand. Kling shared her story that “While trying to pack (in the dark) for an improvised trip to L.A., I had always felt at ease with my city wardrobe, but lacked the same type of go-to pieces in my vacation wardrobe.” She and Lindman drifted in diverse places and had to pack baggage at any time, so she conjured up the idea to create on-the-go women items. After three years, they achieved a lot as Kling said, “The years abroad, have given me and Karl an outsider’s point of view and we feel inspired by our heritage and the treasures that are just around the corner.”
The good news is, they will host their brand’s debut fashion show in their unique-designed studio, which will represent the first-look collection for Spring 2018. Lindman told Vogue, “Although our showroom is quite minimal, it is also a warm, feminine, and inviting space… The same words can be used to describe our collections.” This show is assumed to make visitors feel ease just at home.
Lindman and Kling are now married, and they always have their own non-traditional, pioneering and original concepts from the start of their career. Lindman modeled for some publications then transformed to be a designer while Kling’s experience was more intriguing. A friend inspired Kling to create a blog in 2007, and surprisingly her account was the most popular within two days in whole country. Later, she was engaged in clothing design field and released own magazine called Styleby with publisher Bonniers. She also joined into a made-from-scratch label “Nowhere” and assisted with a capsule collection for Marciano.
Let’s expect their debut show this week.