When Will H&M Work With An American Blogger?
H&M, everyone’s favorite purveyor of designer collaboration collections, is teaming up with a Swedish blogger named Elin Kling on a micro-sized collection of clothes that will only be sold in Sweden. In an era where everyone from Coach to RVCA has brought in bloggers to actually help make a product, the move makes sense. But it also has us wondering when the Swedish megabrand will work with an American blogger.
Certainly there are plenty of stylish bloggers stateside — can you imagine what a Tavi for H&M collection would look like? Or even a collection of glasses co-designed by Yvan Rodic? It would be, of course, the best consolation prize for not yet having H&M e-commerce in the United States.
Maybe the difficulty is that in Sweden, Kling is basically the Internet-based queen of fashion. She appears on television shows to talk about fashion, and her site has more fans than you cans shake a stick at. Maybe the field of style bloggers in the United States is too over saturated for any one person to stand out as the obvious choice. Or maybe we’ve totally missed the mark and Scott Schuman and Garance Dore are already hard at work on a collection for the spring. Who knows?
Our plan of action, of course, is to keep writing posts like this wondering aloud (and annoyingly) as to when we’ll get what we want. In the meantime, why don’t you tell us which blogger you think would make a great collaborator for H&M?
H&M Brings COS to Sweden [WWD (Subscription Required)]