A Singular Vision
Her World Singapore|February 2024
The driving force behind Swedish fashion brand Toteme is the Scandi aesthetic of chic minimalism, centered around key wardrobe staples.
Lena Kamarudin
A Singular Vision

THE LOW-DOWN

You may recognise the name (and face) of Elin Kling as one of the pioneers in fashion blogging, alongside Chiara Ferragni, Susie Bubble, Rumi Neely, and Aimee Song. Renowned for her understated Scandinavian style, Elin made a significant mark in the blogging world when she unveiled her personal fashion blog in 2007. Within just two days of its launch, she became Sweden’s most-followed fashion blogger. Subsequently, in 2011, she extended her influence by launching her own editorial fashion magazine Styleby in Sweden.

This story is from the February 2024 edition of Her World Singapore.

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This story is from the February 2024 edition of Her World Singapore.

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