Editorial Eclipse: Introducing Viden

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I’m not sure if you noticed lately, but Totokaelo has really been upping its editorial game. The overall art direction has been awe-inspiring, to say the least. My latest favorite is an editorial featuring New York based brand Viden. The use of color is subtle yet bold. The juxtaposition of the soft blurry photos and the high-contrast black and white imagery feels fresh. The clothes are the centerpiece of the story; oversized silhouettes and elevated basics that every woman can wear.

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View the full editorial and shop the looks at Totokaelo.

Photography: Ryan Willms | Art Direction: Lauren Shooster | Styling: Alison Mazur @ ACN Studio | Model: Liisa Winkler | Hair and Makeup: Yuhi Kim | Casting: Nicola Kast

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A Moment at Totokaelo

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It’s no secret that Totokaelo is one of my favorite stores. Not only do they curate a thoughtful collection of designers, but the space is perfectly minimal. Here are a few moments from my visit to Totokaelo last week when I tried on the dreamiest wool coat from The Row.

To catch more of these moments in real time, follow me on Instagram and snapchat at desmitten.

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September List 2015

With fashion month kicking off next week, I’m trying to detach myself slightly from the circus that it has become and focus on the important parts. From a new store opening in New York to my current favorite magazine to read, here is my plan for September…

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To Shop // I mentioned earlier that Totokaelo was opening a New York store, but I didn’t realize how soon it would be here! I’m looking forward to seeing the interior (as much as shopping the clothes). The store is set to open on the 12th of September (next week!) at 54 Crosby Street. Will you be there? To see more inspiration of what the store will look like, visit Totokaelo on Pinterest.

To Do // Enjoy fashion week from home. If you haven’t heard, Style.com is no longer! When you type in the URL, it redirects you to Vogue.com. Either way, this is the new platform for viewing the runway shows. In an effort to slightly detach from fashion week, I will enjoy the shows from the comfort of my home (with a few exceptions). I will only post my favorite looks to my Pinterest board < runway >, so follow if you’re interested. If not, no hard feelings. Side Note: When Vogue.com took over as the online runway show archive, they added a few collections from the 90’s which are worth a visit.

To Read // In my endless inspiration gathering, I’ve spent hours reading through the articles on Vestoj. An annual publication where academia and the fashion industry write about fashion as a cultural phenomenon. My favorite section entitled, Conversations on Slowness, where Vestoj interviews some of my favorite designers including Dries Van Noten and Christophe Lemaire. Happy reading!

To See // When I was in Shanghai, I stopped by the Danish furniture store, HAY and I picked up small stationary objects to bring back as gifts. Now there is a HAY mini-market at the MoMA design store in SoHo where you can shop well designed home accessories. From dish brushes and scissors to notebooks and octagon trays. The mini-market will be here until December, so next time you are in SoHo, stop by.

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Totokaelo New York

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As I prepare to head back to New York after my 2+ weeks in Asia, I couldn’t be more excited to hear that my favorite Seattle based store, Totokaelo, is opening a retail store in New York. The CEO and founder of Totokaelo, Jill Wenger, moved to New York in 2014. Subsequently, she is also moving the Totokaelo headquarters here. If you are wondering, yes, they are hiring (as seen on Totokaelo’s instagram today). Interested? This letter from Jill will not only make you want to work for her, but it inspires change in the way the retail world works.

I am looking forward to the New York space, set to open this Fall. With their offices located down on Centre street, I can only imagine the beautiful space they are preparing (hopefully) near by. I took this photo last summer at their Seattle store. The interior and art objects are an extension of the men’s and women’s clothes they carry, inspired, significant and undoubtedly stylish. Totokaelo New York is sure to do well, as most of their online sales come from this city.

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Seattle + Portland Suggestions?

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We are heading to Seattle and Portland next week and we couldn’t be more excited! We are most looking forward to enjoying delicious (vegetarian) food, wandering around the little shops and markets and visiting with friends. As this is our first time in both cities, I ask you, what are your favorite things to do in Seattle + Portland? Do you have any favorite shops, restaurants or art galleries we should visit? While my boyfriend is skateboarding around town, I’ll be shopping. On the top of my Seattle shopping list is Totokaelo, pictured above. Be sure to follow me on instagram to see what I’m up to on the West Coast next week.

(image via 01 \\ Magazine)

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