H & M the innovators are at it again, ahead to kool curve.
The Swedish chain, H&M, is to launch the first collection designed by a fashion blogger. H&M announced this morning details of its latest shopping 'marriage' with Elin Kling, the young, stylish blogger who is regarded as Sweden's leading fashionista.
The collection will launch in Sweden on February 3, in 10 selected stores, with 10% of sales being donated to UNICEF. Unfortunately, UK customers will not be able to get their hands on the collection, unless they happen to be on a business trip, or on holiday in the Sweden's major cities, including Stockholm, Gothenberg, Malmö and Uppsala.
The collection is light, modern and minimalist, spiced with raw, bohemian influences - a look which perfectly reflects the personal style of the blonde 'blogista' who likes to customise her daily 'looks' in an individualistic way. Kling, who launched her blog in 2007, has one of the biggest fashion profiles in Sweden.
The collection features nine fashion pieces and two accessories which show a balance between hard, tough and sculptural, and soft, draped and feminine. Silhouette and materials are more important than decoration and any details are considered and discreet, such as an uneven hem on a washed leather jacket, a raw edge to finish off wide-leg trousers, or a hidden chain at the neckline of a dress.
The venture marks a fashion innovation for H&M which has already developed a huge global profile for its previous collaborations with major designers including Rei Kawakubo of Comme des Garcons, Stella McCartney, Karl Lagerfeld and Matthew Williamson. H&M's most recent fashion 'marriage' was with the popular creative director of Lanvin, Alber Elbaz, which resulted in sell-out collections around the world.
The American designer, Marc Jacobs, previously made blog history when, in 2008, he launched The BB bag, named for the cool, young Filipino blogger, Bryanboy.
