H&M’s Next Fashion Collaboration is With a Blogger


Swedish fashion retailer H&M’s next fashion collaborator won’t be a designer on the scale of Lanvin’s Alber Elbaz, whose capsule collection was highly anticipated and quickly sold out — or a designer at all, for that matter.

It’s producing a limited collection by fellow Swede Elin Kling, who started blogging in 2007 and previewed the autumn/winter 2010 collections on H&M’s website (above). She’s now considered “Sweden’s leading fashionista,” according to The Telegraph.[more]

As something of a test for H&M, the collection will debut at H&M stores in Sweden only on Feb. 3rd (Kling offers a sneak peek here). “To be the first one to make this kind of collaboration with H&M feels incredibly flattering and fun,” she states on her website. “It has been very inspiring to be able to work so closely with the design team at H&M, and I’m incredibly happy with the results. The collection is minimalistic and raw, but with bohemian elements, something that reflects my personal style well.”

The move marks a departure from the brand’s high-profile designer collaborators — beyond Lanvin, a list that has included Rei Kawakubo of Comme des Garcons, Stella McCartney, Karl Lagerfeld and Matthew Williamson … and in 2007, another neophyte designer in Madonna.