Upon launching a personal style blog in 2007, Elin Kling became an instant hit with readers worldwide who hoped to emulate her understated, casually louche ensembles and icy good looks. Several years later Kling sat a top the masthead of The Wall, an online destination for in-the-know tastemakers with the aim to give the stylish women within the industry high-fashion inspiration on a daily basis.

Today Swedish-born, New York-based Kling continue her work through her taste with building Totême, a tightly edited lifestyle brand that launched spring 2014 and are sold through a select handful of retailers such as it’s own e-commerce toteme-nyc.com. Elin also works as a fashion consultant to bring her expertise and experience to different major fashion companys as well to her own printed magazine STYLEBY. A fashion magazine that she founded with Scandinavia’s largest media house Bonnier in 2011 and that today are one of the leading Fashion Magazines in Scandinavia with subscribers in 38 different countries.