H&M is going to have it’s first collection designed by a Fashion Blogger. The collection that was rumored sometime ago with Elin Kling will launch in Sweden on the 3rd of February, and will be sold in 10 selected stores in Stockholm, Gothenburg, Malmö and Uppsala. 10% of the sales will be donated to UNICEF.
“It feels great to be able to offer our Swedish customers an exclusive collection by Elin Kling. As one of Sweden’s biggest fashion-profiles Elin fits our fashion-conscious customer perfectly”, says Sofia Jegerborn, Marketing Director H&M Sweden.
The collection consists of 9 fashion pieces and two accessories, and is a modern, light and minimalistic collection with bohemian influences. The saying “less is more” gets an important meaning. The result is a strong and clear collection, where silhouette and materials are more important than decoration. The details are well considered and 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.
“To be the first one to make this kind of collaboration with H&M feels incredibly flattering and fun. 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”, says Elin Kling.