Celebrated style blogger Elin Kling is launching a new fashion line titled Totême. The fashion entrepreneur, who has collaborated with Guess by Marciano and H&M in the past, is now ready to take on the role of creative director once again and bring chic options inspired by her unique, paired down aesthetic which helped her secure a large base of loyal fans.

The new line is apparently designed to cater to fashionistas who love minimalist casual staples: “I was craving a brand that I could feel comfortable and strong in year-round. I wanted to create a brand that challenges my own style. The design of Totême is based on a woman perfectly relaxed yet chic during her leisure time. It’s all about her attitude and how that is reflected in her style,” she stated.

Elin Kling Toteme Clothes 

The staples included in the collection so far are inspired by the ’70s and by European resorts, though the ease and practicality of the new pieces also remind of classic American sportswear pieces.

The blonde Swedish beauty opted mostly for versatile garments in easy to mix and match neutral tones of white, beige, navy and grey with occasional hints of orange red. Among the standouts of the new Totême fashion line are knee-length piqué polo dresses, V-neck sweaters, and cotton and solid-colored cashmere crewneck sweaters with a strong timeless allure. Opting for timelessness rather than chasing trends is definitely a bold move, but one that is bound to be a successful one, if we are to consider her amazing influence as a style blogger.

Elin Kling Toteme Collection

The 20 pieces from the Totême line are meant to be a good reflection of the idea of ‘affordable luxury’ and won’t have prices typical for high-street retailers. Instead, an option from the new line will be in the $350 range. Her new creations will be available at Net-a-Porter, Nathalie Schuterman in Stockholm and at toteme-nyc.com.

Elin Kling Toteme SweaterElin Kling Toteme SandalsElin Kling Toteme DressElin Kling Toteme

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Photos: WSJ Magazine, Toteme