Elin Kling and Karl Lindman, the Swedish couple behind the womenswear brand Toteme, discuss their design philosophy and the opening of their first flagship store in mainland Europe, located on Rue du Faubourg Saint-Honoré in Paris. The article, accompanied by photography from Mikael Jansson, details how the brand has resisted trends like "quiet luxury" and minimalism labels, instead focusing on precision, restraint, and timeless essentials. The Paris store, designed by Stockholm-based Halleroed, features art-gallery-white walls, Italian limestone floors, and works by Marc Newson, Lucie Gottlieb, and Jansson, reflecting the brand's serene, uncluttered aesthetic.
This article matters because it highlights how a fashion brand rooted in visual art and media backgrounds—Kling ran a blog and magazine, Lindman worked as an art director—has carved out a distinct identity in a crowded market. Their emphasis on anti-algorithmic design and curated retail spaces underscores a broader cultural shift toward intentionality and quality over viral trends. While primarily a fashion story, the article's focus on art-direction, gallery-like store design, and collaborations with artists like Mikael Jansson and Lucie Gottlieb makes it relevant to the visual art world, particularly for those interested in the intersection of fashion, art, and interior design.