Gone are the days of say, Karl Lagerfeld, Stella McCartney and Lanvin for H&M. The Swedish fast fashion goliath has now tapped their own local talent for their latest collaboration with Elin Kling of Scandinavia’s largest fashion blog, Style By Kling. Elin Kling for H&M is described as a “modern, light and minimalistic collection with bohemian influences,” and consists of 9 apparel items and 2 accessories.
I’ve mentioned bloggers as the new generation of style icons before and it has really been a hot topic since 2008 when Marc Jacobs debuted The BB Bag after Bryanboy. Since then we’ve seen countless examples of “the rise of the fashion blogger” including: guest blogging for retailers and magazines, bloggers in ads like Jessica Schroeder of What I Wore for Coach, Susie Bubble for Gap and collaborations like Jane Aldridge from Sea of Shoes for Urban Outfitters. Not to mention front row invites and blogger-only events (and most recently Tumblr sending 20 fashion bloggers to NYFW).
ANYWAY, the list of blogger influence goes on (and on) but I see Elin Kling for H&M as a HUGE influential mark in history because it’s H&M.. which is MA-JOR. The only “catch” to this collab is that it is sadly only available in Sweden, though it does make sense as I don’t think every fashion person around the world knows Elin. (Hmm possible other local blogger collabs in the future?) The other good thing about this collab is that Elin is of the fashion breed, as in she started off as an editor at magazines, so she has the industry know-how in addition to her own signature style, which has earned her the first H&M blogger collab ever.
In Sweden on February 3rd, I fully anticipate this collection to fly off racks much like the H&M designer collabs have done in the past. And if that happens, then I suspect that we’ll be seeing a whole lot more major blogger-retailer collabs popping up all over the place.. bringing new meaning to the phrase “steal her style”.