Head of Editorial

Toteme AB; Stockholms kommun; On-site; SEK 900,000 - 1,500,000; Full time

Job summary

TOTEME is seeking a Head of Editorial to define and lead our global editorial direction from Stockholm. You will shape the brand’s voice across women’s and men’s collections, markets and customer touchpoints, reporting to the Chief Marketing Officer and collaborating with Creative, Brand and Communications teams.

This full‑time role starts January 2027 at TOTEME’s Stockholm Office. You will steer seasonal narratives, campaigns and product storytelling, oversee the editorial calendar, and guide

Qualifications

• Extensive experience in editorial leadership, copywriting or brand communications within fashion, luxury or a similarly brand-led environment.
• Proven ability to develop distinctive brand narratives, campaign concepts and messaging frameworks across channels and markets.
• A sophisticated understanding of fashion, design, culture and luxury positioning.
• Experience guiding writers and collaborating with senior leadership and cross-functional teams.
• Fluent in spoken and written English, with exceptional writing and editing skills.

Responsibilities

• Define and evolve TOTEME's global editorial direction, tone of voice and messaging principles.
• Develop seasonal narratives, collection briefs and notes, and oversee the seasonal editorial calendar.
• Lead editorial concepts and messaging for campaigns, launches, collaborations, events and key brand initiatives.
• Own editorial storytelling and copy for seasonal newsletters and organic Instagram, and develop new storytelling formats.
• Write and shape brand statements, press releases, corporate messaging and communications for senior leadership.
• Lead naming for key products and develop product stories that connect to wider seasonal and brand narratives.
• Establish messaging frameworks that guide consistent communication across teams, regional markets and retail education.
• Provide editorial direction to the Lead Copywriter, setting priorities and workflows and reviewing key communications.
• Participate in and contribute to TOTEME's social and environmental sustainability strategy.

Skills

Editorial leadership

Copywriting

Brand communications

Fashion/luxury branding

Cross-functional collaboration

Fluent English

Job description

TOTEME is a fashion house rooted in Swedish sensibilities, modern aspirations, and the notion of style.

With an appreciation for how pieces are worn in practice, we create emblematic designs with an emphasis on materiality and shape. Archetype pieces are realized in authentic materials, rich textures and graphic silhouettes. Representing a direct and decisive way of dressing, the collections are contextualized in curated edits, visuals, and spaces.

TOTEME was founded in 2014 by Elin Kling and Karl Lindman. From the atelier in Stockholm, we create women's and men's collections spanning ready-to-wear, shoes, bags, accessories, and jewelry.

The Role

TOTEME is looking for a Head of Editorial to join our team in Stockholm on a full-timebasis. In this role, you will define and lead TOTEME's global editorial direction, shaping the brand’s voice and narratives across women's and men's collections, markets and customer touchpoints. You will report to the Chief Marketing Officer and work directly with the Creative, Brand and Communications Teams.

Responsibilities

• Define and evolve TOTEME's global editorial direction, tone of voice and messaging principles.
• Develop seasonal narratives, collection briefs and notes, and oversee the seasonal editorial calendar.
• Lead editorial concepts and messaging for campaigns, launches, collaborations, events and key brand initiatives.
• Own editorial storytelling and copy for seasonal newsletters and organic Instagram, and develop new storytelling formats.
• Write and shape brand statements, press releases, corporate messaging and communications for senior leadership.
• Lead naming for key products and develop product stories that connect to wider seasonal and brand narratives.
• Establish messaging frameworks that guide consistent communication across teams, regional markets and retail education.
• Provide editorial direction to the Lead Copywriter, setting priorities and workflows and reviewing key communications.
• Participate in and contribute to TOTEME's social and environmental sustainability strategy.

Your Profile

• Extensive experience in editorial leadership, copywriting or brand communications within fashion, luxury or a similarly brand-led environment.
• Proven ability to develop distinctive brand narratives, campaign concepts and messaging frameworks across channels and markets.
• A sophisticated understanding of fashion, design, culture and luxury positioning.
• Experience guiding writers and collaborating with senior leadership and cross-functional teams.
• Fluent in spoken and written English, with exceptional writing and editing skills.

About You

• A TOTEME ambassador who shares our culture and values.
• Strong creative judgment and a considered approach to storytelling.
• A strategic mindset that connects brand expression with business priorities.
• Highly organized, balancing long-term editorial direction with ongoing business needs.
• A confident, collaborative communicator who provides clear direction and builds alignment across teams.

This is a full-time position based at TOTEME's Stockholm Office, starting in January 2027.

TOTEME has teams in Stockholm, London, New York, and Shanghai, as well as retail spaces across Europe, North America, and Asia.

TOTEME has an internal career development and title framework and the job title used in the recruitment ad may differ from the title used internally at TOTEME.

Candidates progress through application, screening, interviews or case assessments, followed by final pre-employment checks and a formal offer before joining our team. We anonymize names and personal details in applications during the screening stage to support fair and skills-based hiring.

Krav

• Copywriter - 5 års erfarenhet eller mer

Utbildning

Krav

• Engelska

Toteme AB

Toteme AB