Review of Toteme Fall 2024 Ad Campaign by Creative Director Elin Kling with Photographer Mikael Jansson with models Vivienne Rohner, Liisa Winkler, and Nyaduola Gabriel
Toteme evokes sculptural simplicity in the new campaign for its Fall 2024 collection. The imagery was lensed by photographer Mikael Jansson.
The new collection sees the Stockholm-based brand, led by creative director Elin Kling, continue to develop its exacting design ethos of elegantly refined minimalism while taking a few textural detours through exquisite and patiently deployed craft.
Jansson’s photographic approach is similarly timeless and balanced, communicating through a black-and-white editorial perspective the design practice of sleek, functional sophistication.
“Minimalism” can be a fine line, especially when it’s connected with perhaps overused terms like “Scandi” that rely on archetypal associations in an abstract way rather than pointing back to the design matter itself. But Toteme does this word justice; the brand’s collections seem simple, yet have an ineffable beauty, and their details are deeply thought out. This campaign effectively communicates that spirit, taking what seems to be a simple approach yet successfully building it into something intricate and arresting.
Toteme Creative Director | Elin Kling
Photographer | Mikael Jansson
Models | Vivienne Rohner, Liisa Winkler, and Nyaduola Gabriel
Stylist | Camilla Nickerson