H&M's first blogosphere collection

Tuesday, 11 January 2011
Exclusively to be sold in Sweden, style consultant and blogger Elin Kling is teaming up with H&M. The collection will launch on February 3rd, and sold at ten stores in Stockholm, Göteborg, Malmö, and Uppsala. Each sale will donate 10% to UNICEF.

Kling’s blog ‘Style by Kling’ is one of the most visited fashion websites of Sweden, and is the first collaboration between the high-street giant and a blogger. The collection will feature several pieces and accessories with Bohemian elements that reflect her style. Previously, the two have worked together on AW10 trends.

At the end of last year in November, H&M Groups sales in local currencies including VAT increased by 17% compared to the same month previous year. In comparable units sales increased by 8%. The total number of stores came to 2,206 on 30 November 2010 versus 1,988 the year before.

After opening their first US store a decade ago in New York, last month Las Vegas opened to continue expansion on the West Coast. The new store features a 15m atrium with disco balls. For 2011, the high street company is looking to open its first Singapore store.

Image: Elin Kling for H&M

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