Toteme Summer 2025 Ad Campaign

Review of Toteme Summer 2025 Ad Campaign by Creative Directors Elin Kling & Karl Lindman with Photographer
Mikael Jansson with model Jeanne Cadieu

Toteme’s Summer 2025 campaign finds elegance in progress. Photographed by Mikael Jansson inside the brand’s in-construction Paris flagship at 27 Faubourg Saint-Honoré, the campaign draws a subtle parallel between a space being built and a brand quietly evolving. Under the creative direction of Elin Kling and Karl Lindman, the images position Toteme’s restrained luxury—sculptural silhouettes, sumptuous textures—within a narrative of refinement still taking shape.

Jeanne Cadieu appears in a series of sharp black-and-white portraits, her poise juxtaposed against raw concrete, unfinished walls, and cinder block furniture. Her presence is crisp, composed—intentionally at odds with the environment. Still lifes extend the concept: bags draped like fabric sculptures, accessories resting on architectural forms. The setting doesn’t distract from the collection—it deepens it. We’re not looking at a finished world; we’re watching one form in real time.

This is a campaign that knows when to be quiet. Jansson’s grainy, intimate lens balances austerity with atmosphere, letting the pieces breathe while anchoring them in emotional texture. Jeanne Cadieu embodies the Toteme woman with understated precision—elegant, assured, but never trying too hard. If there’s a missed opportunity, it’s in the campaign’s rhythm. The mood is powerful, but steady. A more visible shift—suggesting the space, or the brand itself, unfolding—could have added narrative dimension. Even so, the choice to stay grounded speaks to Toteme’s core: less spectacle, more staying power.

Toteme doesn’t rush to declare itself. It builds slowly—one line, one layer, one unfinished wall at a time. And in that restraint lies its quiet authority.