TOTEME makes a daring assertion with its summer time 2025 marketing campaign, shot by Mikael Jansson inside the longer term Paris flagship earlier than building is full. The uncooked setting, with chipped paint and naked concrete, mirrors the label’s minimalist ethos. It’s refined however by no means overworked.
TOTEME Summer time 2025 Marketing campaign
Mannequin Jeanne Cadieu realizes this imaginative and prescient with poise and quiet power. The gathering blends crisp tailoring with flowing varieties. A high-neck knit paired with wide-leg trousers creates a robust silhouette. Elsewhere, a sleeveless costume glides with sculptural magnificence.
Every look is grounded by a give attention to clear traces and wealthy texture, whether or not in structured outerwear or draped jersey. Stylist Camilla Nickerson retains equipment minimal but deliberate. A single pendant necklace and embossed clutch communicate volumes with out extra. It’s a wardrobe for the trendy lady who favors sophistication.
TOTEME co-founder Karl Lindman states, “Mikael’s means to completely seize a temper is one thing I proceed to admire in his work. For the summer time marketing campaign, within the open area that may quickly be our Paris flagship, he erases the traces between refined and uncooked—giving a glimpse of what’s to return.”
