TOTEME Summer 2025 Campaign: Modern Femininity Meets Minimalism
Swedish fashion house TOTEME has launched its Summer 2025 campaign, a captivating visual story that reinterprets contemporary elegance through minimalistic influences. Captured by renowned photographer Mikael Jansson, the campaign is set in an unconventional yet meaningful location—the unfinished interior of TOTEME’s upcoming flagship store in Paris. With its raw concrete walls and bare surfaces, this location serves as more than just a backdrop; it symbolizes the brand’s design philosophy: polished, purposeful, and stripped of excess.
A Representation of Quiet Resilience
Central to the campaign is model Jeanne Cadieu, whose graceful presence brings the collection to life. Her portrayal encapsulates the TOTEME woman—self-assured, collected, and effortlessly chic. Cadieu’s performance is subtle yet impactful, reflecting the brand’s commitment to understated luxury.
The Summer 2025 collection demonstrates a masterful balance. It contrasts rigidity with tenderness, tailoring with fluidity. A standout look showcases a high-neck knit paired with wide-leg trousers, crafting a shape that is both assertive and elegant. Another outfit—a sleeveless, sculptural dress—flows with architectural sophistication, highlighting the brand’s dedication to form and utility.
Minimalism with Substance
TOTEME’s signature style—clean silhouettes, neutral hues, and sumptuous textures—is prominently featured. From structured outerwear to draped jersey items, the collection is designed with adaptability and durability in mind. Each piece is intended for repeated wear, reflecting the brand’s sustainable fashion ethos.
Stylist Camilla Nickerson enhances the minimalist theme with thoughtfully chosen accessories. A solitary pendant necklace or an embossed clutch adds the perfect touch of detail, illustrating that simplicity can convey profound expression. The overall styling is intentional and considerate, supporting the notion that less is truly more.
A Peek Into the Future
Choosing to film the campaign in the unfinished Paris flagship store is both daring and significant. Co-founder Karl Lindman states, “Mikael’s talent for perfectly capturing emotions is something I have always admired in his work. For the summer campaign, in the expansive space that will soon become our Paris flagship, he blurs the lines between refined and raw—offering a glimpse of what lies ahead.”
This backdrop not only reflects TOTEME’s architectural vision but also hints at the brand’s future trajectory. It represents a space in flux, much like the ever-changing world of fashion. By embracing the incomplete, TOTEME encourages viewers to envision what’s next—not only for the brand but for the contemporary wardrobe.
Conclusion
TOTEME’s Summer 2025 campaign is a striking fusion of art, architecture, and fashion. With Jeanne Cadieu as its inspiration and Mikael Jansson’s expertise behind the camera, the campaign captures the spirit of modern femininity—strong, tranquil, and stylishly understated. As the brand gears up to unveil its Paris flagship, this campaign acts as both a teaser and a pledge: the future of fashion is minimal, impactful, and exquisitely crafted.
Discover the latest collection at TOTEME.com.
