Inside the World of Elin Kling's Totême

Jessica Schiffer

These days, it’s not uncommon for self-identified style bloggers to start their own clothing lines or collaborate with larger brands on capsule collections. Elin Kling, however, is not your average blogger. The Swedish fashion editor launched her own magazine, Styleby, in 2011 with Bonnier, one of the largest Swedish media groups to date, and has since gone on to transform her personal website into it’s own media platform of sorts, known as The Wall. Not content with her already-amazing accomplishments, Kling decided about a year ago to fulfill her lifelong dream of designing a collection.

Those who are familiar with Kling will know her for her impeccably refined style, always pared-back yet endlessly cool. Whatever the Scandinavian version of "je ne sais quoi" is—Elin Kling has it. That same effortless beauty has carried over into Totême, the ready-to-wear clothing line she started with her husband Karl Lindman. And remember what I said about not being your average blogger? Well, the clothing line was picked up by Net-a-Porter within weeks of it’s launch, and no, that is definitely not the norm. It quickly became clear that this brand was worth keeping on our radar, and seeing how well made the pieces were up close only confirmed that.

While the line echoes minimalist ideas popularized by brands like The Row or Celiné, there’s a through-line of sports and travel that makes it decidedly it’s own. The clothes are instant-classics, perfect for women of any age, and thus totally modern. Curious to know more about what went into creating this covetable collection, I had a long chat with Kling about the brand’s origins, it’s future, and how her life has changed since it’s launch.

Scroll down to find out what Kling had to say and shop our favorite pieces from Totême!

Add a Comment

More Stories
1