Swedish brand Toteme debuted onto the Scandinavian fashion scene in 2014 and has since become a household name among celebrities and influencers alike. With values rooted in Swedish sensibilities, modern aspirations, and a distinct sense of style featuring pacy silhouettes, sumptuous fabrics, a purist palette. It has evolved into a cult brand, regularly featured on international runways and attracting numerous celebrities to its stores, including Katie Holmes.

This year, Toteme did not participate in Copenhagen Fashion Week for SS25 in August 2024. Instead, the brand showcased its SS25 collection during New York Fashion Week in September 2024. The show featured minimalist, timeless designs with a touch of bohemian flair, including delicate tulle and floral embroidery. This marked another milestone for the brand as it celebrated its 10th anniversary with a prominent presence in both New York and Stockholm—with a runway debut last year in Paris.

The quiet minimalism of Toteme’s design ethos felt at home in Paris, but this SS25 show was the real homecoming – founders Elin Kling and Karl Lindman met in the Big Apple in the early 2010s when they were both gritty New Yorkers, riding the “sense of optimism” in the city at the time to chase their ready-to-wear dreams. They even subletted a small part of Glossier’s downtown office space from friend Emily Weiss along the way.

The SS25 collection elegantly elaborates on the pared-back staples seen on high rotation from Stockholmers and neighbouring Scandinavians – not to mention the brand’s ever-increasing celebrity fanbase. Signature streamlined knitwear and crisp cotton tailoring were there but with a bohemian twist of delicate tulle, floral embroidery and trailing long-line sleeves. Amongst the monochrome line-up, a flash of citrine and a glint of polished metallic accessories. In the words of Kling and Lindman, Toteme’s ‘timeless rigour’ has been injected with a new sense of possibility.

Check out all of the SS25 Toteme looks below: