Toteme has transformed Frieze London’s permanent exhibition space on 9 Cork Street into a showcase for their latest jewellery collection, “Thorns.” This marks the brand’s inaugural jewellery campaign and features striking black-and-white imagery by Italian photographer Guido Mocafico, highlighting pieces displayed on sculptural desert plants. The collection includes unique items such as a half-band, half-chainlink ring and diamond-studded huggie earrings, emphasising the beauty of natural forms alongside the jewellery which subtly reflects the designs. Additional highlights include the brand’s successful Mount Street store and promising growth in accessories sales, particularly their popular T-lock bags, which have generated considerable interest since their launch.

The Swedish brand Toteme is known for its commitment to artistry and beautiful presentation in a digital age dominated by rapid social media content. The “Thorns” collection illustrates Toteme’s philosophy, pairing elegant jewellery with natural elements to create a contemporary visual narrative. With a focus on craftsmanship, the collection complements their established offerings, showcasing how luxury can intertwine with nature. Furthermore, Toteme is seeing significant sales from their accessories, indicating a positive trajectory in a challenging luxury market.

Toteme’s latest campaign reinforces their dedication to artistic expression and quality in jewellery design. By collaborating with renowned photographer Guido Mocafico, they successfully immerse their creations in a sculptural context while also tapping into the growing market for accessories. The brand’s expansion, particularly with popular products like the T-lock bags, positions them strongly in the luxury segment.

Original Source: wwd.com

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