Toteme Fall 2025 Ad Campaign

Review of Toteme Fall 2025 Ad Campaign by Creative Director Elin Kling with Photographer Mikael Jansson with models Julia Nobis

Toteme’s Fall 2025 campaign, shot in Stockholm by Mikael Jansson and styled by Camilla Nickerson, brings its aesthetic full circle: back to the essentials. With Julia Nobis as its quiet force, the images reduce fashion to pure form—a gesture, a boot’s curve, a bag’s soft geometry. Set against a white infinity backdrop, the campaign strips away time, place, and noise, leaving only the stark dialogue between garment and gaze. This isn’t about spectacle; it’s about presence.

Toteme’s long-stated ambition to build a wardrobe of uniform dressing finds sharp articulation here. Every piece—the parachute cotton coat, the slouchy fine-knit dresses, the over-the-knee boots—holds the tension between austerity and sensuality. Nobis brings a monk-like focus to the role, grounding the clothes in a sense of lived-in precision. Mikael Jansson’s camera doesn’t seduce so much as it studies, asking us to consider the structure of the clothes rather than the story around them.

The raw concrete and steel industrial chair—seen both alone and as a frame for Nobis—becomes a kind of altar for the brand’s vision. Its roughness contrasts the polish of the accessories, elevating the Bevel and T-Lock bags into sculptural objects. In a campaign without props or flourish, the chair is the grounding force, anchoring the images in texture and tactility. Even the boots feel more directional when set against it, as if the space itself is insisting on clarity.

That clarity extends to branding. The Toteme logo is placed unapologetically large beneath each image, yet it doesn’t feel loud. Rather, it mirrors the fashion itself—precise, intentional, and declarative in its quiet. Few brands could carry such restraint without veering into blankness, but Toteme’s confidence in its codes keeps it compelling. It’s a campaign that doesn’t beg for attention but earns it through control.

Minimalism may be the language, but the message is strength. And if you happen to forget the styling, the boots, or the shearling, you’ll almost certainly remember the chair—and the logo beneath it.