Elin Kling made the genius decision to enlist Steven Meisel as Toteme’s campaign photographer back in the Spring 2022 season, with Vittoria Ceretti and Meisel teaming up for the occasion – to great effect. Africa Garcia, Caren Jepkemei and Rolf Schrader were cast for Fall 2022, Jeanne Cadieu and Julia Nobis joined forces for Spring 2023 while Vivienne Rohner was shot in crisp black and white for Toteme’s jewelry campaign back in late 2023. The Stockholm-based fashion label’s Spring 2024 campaign sees Ida Heiner cast as the face and embodiment of Kling’s latest collection, with the Danish model posing against a sleek grey studio backdrop and doing little much else to deliver a series of minimalist, chic and polished campaign imagery.
Read below the reactions of theFashionSpot’s forum members:
“Ida looks like a hunchback with short legs thanks to that dress. Steven should know better than that,” voiced WinstonH30 the second the campaign came to light.
“Outdated. Feels like 2007,” critiqued forum member kasper.
Zacatecas570 wasn’t all too impressed this season either, adding: “Dull campaign, dull model, dull brand!”
“Did they really need Meisel to produce this nice but bland campaign?” asked Ihhbl.
“Toteme campaigns can be quite good but sadly this is not one of them. Boring. Maybe some of these old photographers should retire if they’re not feeling inspired anymore. Times change and this kind of photography seems outdated already,” chimed in philophile.
Not everyone, however, was so disenchanted. “Must be extremely easily pleased lately, because despite the general consensus within this thread, I am OBSESSED with this. Instantly took me back to the glory days of American Vogue when Meisel would shoot those exquisite studio stories, which had such richness and depth. This feels like a modern and fresh interpretation of said stories… and I’m loving it,” approved vogue28.
“Meisel’s working his magic for Toteme, and I love to see it!” heralded aracic.
Await more from Toteme’s Spring 2024 advertising campaign and join the conversation, here.
