For more than two years, he was everywhere, on social networks and on the streets of Europe. Toteme’s built-in scarf jacket is on its way, and it probably isn’t done yet.
It’s a wool blend jacket, cropped too big and white stitching on the sleeves, pockets and hem. It is also, and above all, a jacket with an integrated scarf, made of the same fabric with the same details. First introduced in 2021 for Swedish brand Toteme’s Pre Fall 2022 collection, it immediately captured the wardrobe of Scandinavians. During 2022, it spread to the rest of Europe, peaking in popularity in 2023. You’d think she’d be stuck at the start of the new year, but that would be without taking into account the appearance of Lisa, of K-pop group BlackPink, who appeared in mid-January dressed as a model at the airport in Incheon, South Korea.
Therefore, this popular jacket is the brainchild of the Swedish brand Toteme, founded in 2014 by network personality Elin Kling and her husband Carl Lindman. Their designs are based on clean contours, original cuts and high quality fabrics. If they offer dozens of interesting pieces, it is this jacket, which sells for 880 euros today, that has put them at the forefront of the fashion scene in 2022.
Network star
Some call this jacket a woolcontraction of the words scarf and coat in English, “scarf” and “a coat“. They are very popular at the moment. Phoebe Philo offers a black leather version and even has them on sweaters and cardigans. In Toteme, the jacket wool available in four colors: light grey, dark grey, brown and beige, up to 44. The piece has 27 million views on TikTok, which is significant but not impressive. It’s no secret that the cradle of the Chinese platform has gone viral for some fashion models. To give you an idea of the comparison, Zara’s brown leather jacket reached 65 million views, the bayonet glasses 55 million and the Uniqlo fanny pack 139 million. The Toteme jacket is also very present on Instagram, influencers aged 25-35 like to take photos with it. Part of its success probably lies in the fact that it is visually recognizable at first glance, so many “Instagrammable:“. Three more reasons are possible.
Reasons for success
The first explanation may be the advent of aesthetics clean girl This was originally called a natural beauty treatment with multiple facials and very little makeup. He then expanded on the clothes, pointing out the look of these girls who always look clean and well-groomed. Their wardrobe consists of sober, simple pieces in mostly light colors, such as white shirts or beige pleated trousers. The second reason is simply because of the comfort provided by these types of loose woolen pieces, which are somewhat fragile and easy to wear out of season. The last, finally, is the advent of Scandinavian fashion. Brands like Ganni, Rotate, Arket, Acne Studios, Stine Goya and Cecilie Bahnsen are growing and gaining recognition as Copenhagen Fashion Week where they show twice a year.
Shadow on the board
Only one problem appears. Like all viral and trending pieces, the Toteme jacket has dupes (literally, spoofs, spoofs, hence) popping up all over the place. They have the advantage of being cheaper, sometimes €30, and also in different colors than the Swedish brand, such as green or dark blue. Talia Abbas, Acquisitions Editor Vogue: American, explains in the November issue. “I bought the black Toteme jacket last fall and thought it would have more longevity in my wardrobe. (…) I have the impression that everyone has one, true or false, and they lose their luster.
Those who don’t like wearing seen and reviewed pieces, too viral, too recognizable, will find alternatives. If they like the brand, they will draw on other pieces from Toteme’s latest collections with integrated scarves, such as a long coat or jacket. Fans of the integrated scarf concept can turn to other brands, such as & Other Stories, which offer a more timeless version in plain grey. Put on your (Scandinavian) signs, go!
Source: Le Figaro
