New H&M line designed by top Swedish blogger

The Local/dl
The Local/dl - [email protected] • 11 Jan, 2011 Updated Tue 11 Jan 2011 16:46 CEST
New H&M line designed by top Swedish blogger

Swedish clothing chain Hennes & Mauritz has turned to one of the country's most prominent fashion bloggers, who has designed an apparel line exclusively for the Swedish market.


The clothing collection, designed by Swedish fashion blogger Elin Kling, will go on sale in H&M stores in Malmö, Stockholm, Gothenburg and Uppsala on February 3rd.

Ten percent of the sale price of the items will also be sent to the United Nations Children's Fund (UNICEF).

"It's really fun to be able to offer our Swedish customers an exclusive collection in collaboration with Elin Kling," H&M's head of marketing in Sweden, Sofia Jegerborn, said in a statement.

Kling, whose blog was launched in 2007 and appeared on the website of Sweden's TV4 until the start of the year, also founded the fashion website ("My Outfit").

She also works as a fashion editor for the Expressen tabloid, and has participated in several Swedish reality television shows, including Let's Dance.

In 2009, she was awarded Sweden’s main blogging award, Stora bloggpriset, in the fashion category.

"To have worked with H&M has been a fantastic journey. This has absolutely been the most fun project I've done so far and I'm already getting separation anxiety," Kling wrote on her blog in a January 11th posting.

The collection consists of nine pieces and accessories described by H&M as a "modern, light and minimalist collection with Bohemian influences."

In a statement, Kling said working with the Swedish fashion giant had been "unbelievably flattering."


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