Brands we love, Fashion

Who wears Totême: Crown Princess Victoria, Hailey Bieber, Alicia Vikander and the Paris front row

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Brands we love, Fashion

Who wears Totême: Crown Princess Victoria, Hailey Bieber, Alicia Vikander and the Paris front row

Posted by author-avatar

Totême is worn by women who would rather be described than photographed, which makes the list shorter than most brands’ and more interesting. The wearers below are the ones we can source: the Swedish royal who wears it publicly, the actress the press has photographed in it, the front row the house drew to its Paris show, and the model whose spring 2025 flip-flops the American press tracked outing by outing. Luxury Handbags does not repeat unverified celebrity claims, and this page names nobody it cannot cite.

Key facts

  • Crown Princess Victoria of Sweden wears the house publicly; Vogue Scandinavia lists it among her favourite Nordic brands and she attended the tenth-anniversary dinner in Stockholm in 2024
  • Alicia Vikander has been photographed in a black Totême dress (The Telegraph, February 2025)
  • Hailey Bieber wore Totême’s leather heeled flip-flops through spring 2025, at Sushi Park in Los Angeles with Kendall Jenner, at Coachella and again in May (Marie Claire, 15 May 2025)
  • Camille Cottin, Caroline de Maigret and Natalia Vodianova attended the January 2025 Paris show (The Telegraph)
  • The founders themselves are the brand’s most photographed wearers: Elin Kling’s wardrobe is the collection
  • The customer the brand describes is a working woman with a uniform, dressing for the occasions of her week

Crown Princess Victoria

The heir to the Swedish throne has worn Totême on public engagements for years and Vogue Scandinavia counts it among the eight Nordic brands she wears most. She was at the house’s tenth-anniversary dinner in Stockholm in 2024 alongside long-standing creative friends of the founders. For a Swedish brand that trades on Swedish sensibility, there is no better endorsement, and it is the one the brand did not have to buy.

Alicia Vikander and the front row

The Telegraph’s profile of the founders in February 2025 ran a photograph of Alicia Vikander in a black Totême dress and named the guests at the Paris show that January: the actress Camille Cottin, the model and writer Caroline de Maigret and the model Natalia Vodianova. The front row, the paper noted, is low on hired celebrities and high on people who share the aesthetic. That is the point of the brand: it is worn rather than placed.

Hailey Bieber

The most photographed Totême wearer of 2025 is not Swedish. Marie Claire reported in May 2025 that Hailey Bieber had left her usual The Row mules and loafers at home and worn Totême’s leather heeled flip-flops on repeat through the spring: to dinner with Kendall Jenner at Sushi Park in Los Angeles, with a khaki jacket and an east-west bag, at Coachella the following month, and again in May with a windbreaker and capri pants. It is the house’s set-back kitten heel on a thong sandal, a Signature the brand repeats every season, and the shoe guide covers the current versions on Luxury Shoes .

“The Totême woman doesn’t like to swap her style or wardrobe each season, she has a certain uniform that she sticks to. But then everyone wants something unique and new each season, and so does the Totême woman,” Elin Kling told WWD when the house took on Altor as a minority investor in 2021.

Elin Kling

The founder is the clearest reference for how the clothes are meant to be worn. Kling built her following on her own wardrobe before the brand existed, and the collections are, in her own description to The Telegraph, essentially a mirror of it: monochrome, an accent colour a season, two at most, pieces that get small tweaks rather than replacements. Her styling, the tailoring with a flat shoe, the coat over everything, the belted tote, is the house style guide, and the how to style Totême page follows it.

The pieces they wear

1. Striped summer tunic black/white in Black-white, $910

Made from 84% cotton, 16% polyamide, shown in black-white.

2. V-neck jersey dress in Black, $910

Made from 96% viscose, 4% elastane, shown in black.

3. Crinkled Knit Tank Dress Black, $912

An earlier-season piece, still in stock, shown in black.

4. Cotton silk tee dress in Black, $960

Made from 50% organic cotton, 50% silk, shown in black.

5. Asymmetric scarf dress in Black, $980

Made from 96% viscose, 4% elastane, shown in black.

6. Boxy alpaca knit in Black, $980

Made from 78% alpaca, 19% polyamide, 3% elastane, shown in black.

How to wear it like they do

Buy the coat first and let it do the work over whatever is underneath. Keep the palette to three shades at most and let texture, not colour, make the difference. Choose one bag and carry it every day. Wear the heels low and the trousers long. The capsule wardrobe page builds this out in twelve pieces.

“My passion,” Elin Kling told The Telegraph in February 2025, “is to continue the search for modern pieces with an ease and strong impact that lives and feels relevant over seasons.”

Frequently asked questions

Which celebrities wear Totême?

The ones we can cite: Crown Princess Victoria of Sweden, Alicia Vikander, Hailey Bieber in the heeled flip-flops through spring 2025, and the January 2025 Paris show front row of Camille Cottin, Caroline de Maigret and Natalia Vodianova. The brand does not run a celebrity programme and Luxury Handbags does not repeat unverified claims.

Does the Swedish royal family wear Totême?

Crown Princess Victoria does, publicly and often enough for Vogue Scandinavia to list the house among her favourites.

Who is the Totême customer?

In the founders’ words, a woman with a uniform who dresses for the occasions of her week and wants small newness each season rather than a new wardrobe.

Does Elin Kling wear her own brand?

Almost exclusively. She has said the collections mirror her own wardrobe.

Did Totême show at Paris Fashion Week?

The house staged its first Paris runway show in 2024 and showed again in January 2025 during couture week, alongside a presentation at New York Fashion Week in 2024.

Is Totême a quiet luxury brand?

It is the brand most often used to define the term, and The Telegraph called it the Swedish label that has done more to make minimalism exciting and desirable than any other.

Read next

How to style Totême The Totême capsule wardrobe Who is Totême? Totême coats

More Totême guides

Every Totême page by Luxury Shoes ’s fashion editor Gemma Deeks: Is it a luxury brand?, How to style, Brands like Totême, The edit, Who is Totême?, History timeline, Size guide, Shoe size guide, Price guide, Where to buy, Sale, Review, Real vs fake, Materials and care, Glossary, vs The Row, vs Khaite, Capsule wardrobe, The Signatures, Fall winter 2026, Spring summer 2026, Coats, Scarf jackets and coats, Jackets and blazers, Shearling, Knitwear, Dresses, Trousers, Jeans and denim, Skirts, Tops and shirts, Swim and beachwear, Leather, Bag guide, T-Lock bags, Belted tote, Shoe guide, Boots, Flip flops, Sneakers, Jewellery guide, Sunglasses, Scarves, Black, Camel, beige and brown, White and ivory.

Sources and method

Checked on 18 September 2026 by Gemma Deeks, fashion editor at Luxury Shoes . Product facts, the compositions, care lines, dimensions, heel heights and country of manufacture, are the brand’s own product-page text; counts, prices and price ranges are Luxury Shoes ’s live catalogue on that date and move with stock; the founders’ biography and the house history come from the brand’s own pages and the press articles listed below, each read on the date above; the size scales are the brand’s own. Where a claim could not be checked against one of these it was left out, and where the fitting room is giving its own advice the page says so.

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About Gemma Deeks

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Totême vs The Row: the honest comparison
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Older Totême glossary: the Signatures, the bag and shoe lines and the terms

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