Sources reveal to us that H&M has another grand collaboration in the works. Following the highly successful Lanvin collection line, today brings news that the next honor will go to none other than...a little known fashion blogger. Gasp! Say como?
That's right kiddas, according to fashion writer Leah Chernikoff,
" 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."
Congrats Elin Kling! Your star is burning bright.
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