brand collaborators

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

Posted by Shirley Brady on January 10, 2011 10:30 AM

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.

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.

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
LanamrqLanmarq
Highlighting the Present—and Future—of Branding in Latin America and Iberia

Advertisements