Swedish brand Toteme burst onto the scene in 2014 and soon became a household name amongst celebrities and influencers alike. Below, Vogue Scandinavia rounds up 10 of the best times the stars donned Toteme
Elin Kling and Karl Lindman launched Toteme in Stockholm in 2014, with morals rooted in Swedish sensibilities, modern aspirations and the notion of style. Since its launch, it has become a cult brand, with fixtures on international runway schedules and numerous celebs flocking to its stores. As the Swedish label now celebrates it 10th birthday, we take a look back at the best Toteme celebrity moments.
Rochelle Humes
Photo: Rochelle Humes (@rochellehumes)
British pop icon Rochelle Humes made a case for leggings earlier this year with the help of Toteme. The star paired the brand's zip leggings in black with an oversized blazer, making a slightly controversial item seem refined.
Related: Sweden's Prince Daniel turned up to celebrate a decade of Toteme (and of the co-founders' marriage)
Alicia Vikander
Photo: British Vogue
Swedish actress Alicia Vikander brought all things Scandi to the Cannes Film Festival in 2023. The star was seen in Toteme's strapless 'Dupioni' midi dress, looking a paragon of elegance and minimalism.
Sophie Turner
Photo: Getty
In 2023, actress Sophie Turner was seen out with then husband, Joe Jonas grocery shopping. Despite being on the streets of New York, the Game of Thrones actress looked positively Scandi, donning an Alpaca-blend jumper courtesy of Toteme.
Jasmine Tookes
Photo: Jasmine Tookes (@jastookes)
Former Victoria's Secret Angel Jasmine Tookes looked to Toteme to elevate her maternity looks in January 2023. Tookes chose Toteme's signature wool coat to complete her ensemble, adding a pop of white to her otherwise monochromatic look.
Tylynn Nguyen
Photo: TyLynn Nguyen (@tylynnnguyen)
One thing Toteme is illustrious for is its outerwear, and no one piece is more iconic than its signature shearling jacket. Internet personality Tylynn Nguyen posted a shot of herself wearing the jacket in the black colourway in December of 2022, getting cosy before heading out to dinner.
Katie Holmes
Photo: Getty
Toteme enthusiast Katie Holmes was seen carrying one of the season's most coveted bags. The T-Lock bag, which launched in November 2022, quickly secured its place as an 'It' bag and earned a place not only in Holmes' heart but the likes of Jennifer Lawrence and Hailey Bieber as well.
Elsa Hosk
Photo: Elsa Hosk (@hoskelsa)
Swedish supermodel and style maven Elsa Hosk chose Toteme's striped wool-blend turtleneck sweater for dinner in LA with her partner, Dane Tom Daly, back in 2021. Renowned for her style, it is unsurprising that thousands were desperate to get their hands on the jumper and emulate Hosk's look. The demand triggered an avalanche of dupes, but you simply cannot beat the original.
Selena Gomez
Photo: Getty
Attending Variety's Hitmakers Brunch in 2022, to celebrate the new season of her show Only Murders in the Building, Selena Gomez cut an elegant figure in Toteme. She opted for the brand's Ruffled Velvet midi dress, keeping her look classy and sleek.
Rosie Huntington-Whiteley
Photo: Rosie Huntington-Whiteley (@rosiehw)
British supermodel Rosie Huntington-Whiteley is no stranger to Toteme. If you were to scroll through her Rolodex of meticulously created outfits, you'd be hard-pressed to find a time Toteme doesn't get a mention. Continuing her partiality to the Swedish brand, Huntington-Whiteley was seen in London's Covent Garden Piazza wearing the 'Annecy' coat.
Martha Hunt
Photo: Martha Hunt (@marthahunt)
American model Martha Hunt showcased the versatility of Toteme's monogram silk scarf in July 2020. Hunt fashioned a sleeveless top out of the neck accessory, a creative manoeuvre that has us reflecting on the fashions born out of boredom during lockdown.
Related: Vogue Styling School: Silk scarf