Côte d'Azur

Anyone, who has followed me for a few years, would know that I used to really love Totême. And I still do! But what often happens to up-and-coming brands is that, when they begin to scale up, they might not have the time and resources to focus on the essentials; their core and roots. It is too tempting to capitalize on the success, and subsequently, collections grow too big and the quality suffers. You sort of see not every piece has been thoroughly thought-out. That is what also happened to Totême. Though, having said that, I could still find one or two pieces from each collection, which were must-haves, in my opinion.

I would say 40 per cent of my wardrobe is still Totême. Old Totême from a couple of years ago. So the brand still remains as the backbone of what wear on daily basis. I was originally attracted to the brand because it was a niche (fashion niche) brand, which not so many people knew of, and the designs were so good! It represented that woman you see at the airport, who looks so ridiculously chic, but you don’t know which brands she wears.

But I like these new Côte d’Azur summer campaign images, as they have exactly that kind of vibe. Maybe. Hopefully, they will produce more of this kind of images and maintain a sense of niche in the future.

Image courtesy of Totême.