Milan: Swedish clothing retailer Hennes & Mauritz is to launch its first collection designed by a fashion blogger, a move cheered by unconventional online fashionistas.
H&M, which has worked with top celebrities such as pop icon Madonna, said in a statement on Monday that Swedish fashion blogger Elin Kling had created a minimalist collection to be launched exclusively in Sweden on Feb. 3.
"As one of the largest fashion profiles in Scandinavia, Elin fits our fashion-conscious target audience very well," Sofia Jegerborn, marketing manager at H&M Sweden, said in a statement.
Kling, a stylish girl who shares her colourful outfits on her blog Style By Kling in Sweden, created a capsule of nine pieces and two accessories.
Fashion lovers flocked to the micro-blogging website Twitter to cheer the news as a big leap forward for their community, some wondering who among them would first design an international collection.
"I think it's great news for fashion bloggers -- it really shows the meritocratic nature of the media," London-based blogger Pamplemousse21 told Reuters.
Kling said she had been left free to follow her style.
"The collection is minimalist and raw, but with a clear bohemian element, something that reflects my personal style well," Kling said.
Hennes & Mauritz, Europe's No.2 clothing retailer, reported a 17 percent rise in total sales for November, broadly in line with forecasts. But fashion retailers are facing pressures from uneven European demand and rising costs of cotton and labour.
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