With the blogoshere wielding a growing influence on the fashion world, it’s no surprise that mega retailer H&M has tapped Sweden’s leading style blogger Elin Kling to design a capsule collection. (Sadly, it’s only available in Sweden.) Collaborating with a blogger is a first for the fast-fashion chain, but after teaming up with countless high profile designers including Stella McCartney, Karl Lagerfeld and most recently Lanvin, the retailer knows a thing or two about how to create a match made in fashion heaven.
This latest fashion venture by H&M is part of a growing trend among retailers who are trying to enhance their brand with the help of these digital fashion insiders. In 2009, Urban Outfitters enlisted the help of Jane Eldridge, the blogging fahsionista behind the now infamous Sea of Shoes blog, to design a capsule collection of shoes for the brand. Similarly, Fashion Toast’s Rumi Neely took a turn as jewelry designer with a six-piece collection for Dannijo, which launched late last year. Although the H&M collection will only be available in Sweden, we can’t wait to see what other retailers will follow suit and give this new crop of fashion elite a chance to try their hand at designing.