When we last caught up with personal style blogger Elin Kling, the Swedish blonde told us about her aspirations for designing her own clothing line. And lo, here it is.
On Monday, Kling announced launch of the line, called Totême, with her fiance Karl Lindman, currently art director at Interview Magazine. The 18-piece debut collection focuses on luxury leisurewear for women and is inspired by "European vacations, resorts and the elegant '70s," per a release. There are knit dresses, polo shirts, linen trousers and cashmere pullovers. We're told the price range is "affordable luxury" -- around $350 for a dress or a pair of trousers.
”I wanted to create a brand that challenges my own style," said Kling. "The design of Totême is based on a woman perfectly relaxed yet chic during her leisure time. It’s all about her attitude and how that is reflected in her style.”
She's smartly launching Totême with just a few select -- and very respected -- retailers: Net-a-Porter, The Line and its offline space The Apartment in New York, and Nathalie Schuterman in Stockholm. It will also be available at www.toteme-nyc.com. It seems to be part of an overall brand overhaul for Kling, whose site recently underwent a relaunch, and is now called The Wall.
Kling's move into fashion design is a natural next step following her collaborations with Guess and H&M. Plus, bloggers launching their own lines -- rather than merely collaborating with those who already have them -- is a growing trend: Bag Snob's Tina Craig and Kelly Cook announced their new handbag collection on Monday.