Elin Kling (born 17 February 1983, in Mariestad) is a Swedish fashion journalist, co-founder and creative director of TOTEME, a women's clothing label.

[1][2] Born and raised in Sweden, growing up her taste was heavily influenced by the Swedish affinity for design, which combines expert craftsmanship and practicality with attention to detail.

She began her career in fashion communication and publishing, in the process building a highly engaged following for her curated, editorial eye.

Her vision for TOTEME was to create a brand for women that honored her uncompromising style, with rigorous collections that transcended seasonal trends and communicated a sense of realness.

[2] In 2016, the couple relocated the company to Stockholm where in 2019 they opened the first TOTEME flagship store.