Toteme Spring 2023 Ad Campaign Review

Review of Toteme Spring 2023 Ad Campaign by Photographer Steven Meisel with models Julia Nobis and Jeanne Cadieu

Toteme reunites with photographer Steven Meisel for an elegant campaign that breathes like a crisp Swedish spring.

The campaign marks the third time that Toteme has teamed up with Meisel, and it’s no wonder they keep coming back together: the photographer is one of the most sough-after in the fashion industry, but his precise, minimal approach is perfect for a brand that offers such a focused and elegant take on Scandinavian minimalism.

There is a traction between the controlled and the free-spirited throughout this collection. With his eye for the perfect composition, Meisel’s portraits reflect that.”
– Elin Kling, Toteme Creative Director

Tailored silhouettes are crisply emphasized by Meisel’s straight-on style, while elsewhere floral patterns bring a focused swathe of ecstatic bloom to his black-and-white imagery, emphasizing the delicate push and pull of the controlled and free-spirited of which Kling speaks.

The campaign is a gorgeous and understated expression of Toteme’s take on minimal, modern dressing.