Stockholm has long been a fashion capital to the fashion savvy. What with some of the top fashion blogs in the blogosphere coming from Sweden, it makes perfect sense that Swedish high street brand H&M would have it’s first blogger collaboration with Elin Kling.
This marks the first time the major retailer has teamed up with a fashion blogger. H&M is popular for its collaborations between its budget-conscious brand and haute couture designers, such as Viktor & Rolf, Matthew Williamson, Karl Lagerfeld, Stella McCartney, Commes des Garçons, and most recent Lanvin.
The 11 piece collection designed by the Swedish blogger includes modern and simple designs in an airy, all-white collection with accents of blush pink and gray pieces with bohemian influences. The details are discrete, such as the un-even hem on the washed leather-jacket, the hidden chain at the neckline on one of the dresses, and the raw edge on the wide pants. The balance between the hard, tough and sculptural, and the soft, draped and feminine suits both H&M and Elin perfectly.
Not a hugely exciting line but we don’t think it will be going off trend anytime soon. Unfortunately those of us who don’t live in Sweden or aren’t hop/skipping/jumping over there anytime soon won’t be able to get our hands on it – not even online! The line launches on February 3rd 2011 in 10 selected stores, with 10% of sales being donated to UNICEF.
Let’s see if they do one blogger per “fashion city”…