H&M will follow their wildly successful collaboration line with Lanvin with a line designed by a little known fashion blogger.
This marks the first time that the Swedish retail giant has released a line designed by a fashion blogger, the Telegraph is reporting. We've seen fashion bloggers inspire products (Bryanboy for Marc Jacobs), and land campaigns (Rumi Neely for Forever 21), but never before has a personal style blogger translated their success into designing for such a high profile brand (at least we can't recall anything like it). It speaks volumes about the importance of fashion bloggers too, when a huge brand like H&M, who has previously focused on releasing diffusion lines designed by A-list designers like Alber Elbaz for Lanvin, Stella McCartney, Karl Lagerfeld and Matthew Williamson, decides to take a chance with a little known blogger.
So who is the lucky fashion blogger? Her name is Elin Kling, and according to Hilary Alexander at the Telegraph, she's a big deal in Sweden, "regarded as Sweden's leading fashionista." Kling's collection, which launches February 3 in ten select stores only in Sweden, is comprised of nine pieces and two accessories and reflects Kling's personal style which is minimalist, a bit tough and a bit boho. 10% of sales from the collection will be donated to UNICEF.
Kling's collection for H&M won't likely cause the same frenzy that Lanvin for H&M did, but it's sleek and elegant and we wish it would be made available stateside. Take a look. All photos: H&M/Peter Gehrke.