LONDON — Toteme, the nine-year-old Swedish contemporary fashion brand, is launching a travel-focused capsule collection Tuesday with luxury e-tailer Mytheresa.
The 26-piece capsule in deep navy and optic white includes ready-to-wear sets in crisp cotton poplin and jacquard stripes, graphic skirts and dresses, monogram trousers, and a collection of summer-ready shoes and accessories.
Elin Kling, cofounder of Toteme, said this annual travel collection, exclusive to Mytheresa, represents “a distilled version of our high summer look with pieces which are perfect for alleviating into vacation, from light summer jerseys, crisp cotton poplin and crochet cover-ups to sartorial swimwear.”
Tiffany Hsu, vp of womenswear and kidswear fashion buying at Mytheresa, said the capsule showcases the brand’s aesthetic of “modern minimalism and effortless elegance.”
“The gathering features versatile pieces which are perfect for travel. Our customers will love the broderie anglaise dress and standout accessories just like the travel tote and leather crochet heels that can add ending touches to any summer look,” Hsu added.
Mytheresa is certainly one of the few online luxury players that got here out stronger from the pandemic, because of its long list of exclusive capsule collection partnerships with brands like Prada, Etro, Nensi Dojaka, Giambattista Valli, and now Toteme, to draw big spenders.
Earlier this 12 months, Mytheresa chief executive officer Michael Kliger had said that growth was slowing overall because “aspirational” shoppers were putting the stops on spending amid the economic turbulence. In contrast, the highest 3 percent of consumers, which account for nearly 40 percent of Mytheresa’s sales, proceed to spend.
That elite group of consumers grew by 28 percent within the quarter, in accordance with Mytheresa. The location continues to cater to them with “high-impact” events, brand activations, and “money can’t buy” experiences in Europe, the Middle East, and the U.S.
Since receiving investment from the Swedish investment fund Altor in 2021, the brand has launched into a gentle global retail rollout, expanding into China, South Korea and the U.S. Last summer, the brand launched its first U.S. store in Manhattan’s SoHo neighborhood.
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