The Opening Paris Was Waiting For
Three days ago, on November 7, 2025, Swedish luxury brand TOTEME officially opened the doors of its first flagship boutique in France, located at 27 Rue du Faubourg Saint-Honoré, 75008 Paris — one of the most prestigious fashion addresses in the world.
Founded in 2014 by Elin Kling and Karl Lindman, the brand has become synonymous with modern elegance and the refined codes of “quiet luxury,” proving that restraint can be as powerful as opulence.
A Scandinavian Spirit in Parisian Form
The newly opened boutique is conceived as an apartment-style store — intimate, understated, and deeply architectural.
As Kling told Le Monde, the vision was to “create a sense of calm and intimacy in a city that never sleeps.” The interior blends neutral tones, sculptural silhouettes, and tactile materials, forming a space that embodies the brand’s DNA: quiet strength, timeless simplicity, and intellectual design.
Before the opening, the boutique was used as a backdrop for TOTEME’s “Summer 25” campaign, photographed by Mikael Jansson. The images reveal glimpses of the unfinished space — a metaphor for the brand’s aesthetic balance between refined and raw.
The New Address of Modern Luxury
Faubourg Saint-Honoré is home to some of fashion’s most iconic houses — Hermès, Moynat, Lanvin, Saint Laurent — and now, TOTEME.
After years of presence through major department stores like Galeries Lafayette Haussmann, the brand finally unveils a physical destination that mirrors its essence: architectural, understated, and deeply Scandinavian.
A New Chapter in Expansion
This opening marks a significant step in TOTEME’s global growth, following flagship launches in London, New York, and Stockholm.
Choosing Paris is both symbolic and strategic: the city remains the epicenter of global fashion, yet increasingly celebrates the aesthetics of “quiet luxury” — a refined, disciplined form of beauty that TOTEME has perfected.
The Art of Quiet Luxury
With its Paris flagship, TOTEME once again defines modern luxury — one built not on spectacle, but on serenity, precision, and permanence.
In an age of excess, TOTEME offers the luxury of clarity.
Address:
📍 TOTEME Paris
27 Rue du Faubourg Saint-Honoré, 75008 Paris, France
Opened: November 7, 2025
Photography: Mikael Jansson / TOTEME
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