From February 3, the massive Swedish clothing chain H&M will be launching a collection in 10 stores with UNICEF benefiting from 10% of all sales.
The collection, designed by both H&M and the young Swedish fashion blogger Elin Kling, will only be available to Swedish customers, so those of us in the UK will have to plan a vacation or business venture to one of the main cities of Stockholm, Gothenberg, Malmö or Uppsala to get a chance at buying them.
The blond ‘fashionista’ Kling has reflected her own style in the collection with a typically new Swedish minimalist and modern approach, with bohemian influences which shows Kling as a spicy and raw individualist. This particularly shows itself in the decoration and materials of her pieces, nine of which are fashion and two being accessories. The balance of extremes in these pieces illustrating the range and talent of Elin Kling’s vision.
The innovative venture for H&M fashion is drawing in vast global attention from the fashion community with previous collaborations with well known designers throughout the community featuring such names as Rei Kawakubo from Comme des Garcons, Stella McCartney, Karl Lagerfeld and of course Matthew Williamson.
Previous fashion collaborations with H&M have entertained vast crowds and enjoyed sell-out collections throughout the world of fashionable consumers. This particular collection features everything from uneven hems on washed leather jackets to chains hidden just under the neckline of dresses and everything in between, truly an exciting concept in the upcoming Swedish market.
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