ELIN KLING

You may recognize Elin Kling as one of the faces of Net-A-Porter’s latest ad campaign­­—shot by Patrick Demarchelier earlier this year—but the 28-year-old, Swedish-born blogger is much more than a pretty face. Not only is she the mastermind behind the praised fashion blog Style by Kling, but she also co-founded the digital media company Fashion Networks and serves as the fashion director of the print magazine Styleby, which is published eight times a year. To top it off, after becoming the first and only fashion blogger to design a collection for H&M, Kling launched her own brand, Nowhere, last fall. The first Spring collection débuted this month.

Kling began her career as a fashion editor at the lifestyle magazine Solo before working as the head of the fashion department at Expressen, Sweden’s second-largest daily newspaper. Style by Kling, which launched in 2007, was eventually hosted regularly on the website of Sweden’s largest television network, TV4, and made Kling an instant fashion-fixture in her homeland. “From day one, my goal was to make a business out of it. If I was going to blog, I had to do it one hundred percent like everything else that I do,” says Kling. Soon after, she became the head stylist for Swedish Idol and appeared on Let’s Dance, the Swedish version of the BBC’s reality series Strictly Come Dancing. By now a household name, Kling was approached by H&M to design a collection that was sold last spring in ten select stores in Stockholm, Gothenburg, Malmö, and Uppsala. “It feels great to be able to offer our Swedish customers an exclusive collection by Elin Kling. As one of Sweden’s biggest fashion-profiles, Elin fits our fashion-conscious customer perfectly,” said Sofia Jegerborn, marketing director of H&M Sweden, in a statement on the eve of the launch.

Nowhere was a natural progression for Kling, who serves as design director of the brand. She launched the first collection last fall with Nhu Duong, a designer with her own eponymous line. “We complete each other perfectly,” says Kling. “Nhu’s way of thinking and my experience with what readers want makes Nowhere a unique brand.” The budget-friendly Spring 2012 collection, inspired by Constructivism, consists of wearable basics, ranging from full-length tank dresses and semi-transparent tops to linen smoking suits and motorcycle knitwear jackets, as well as shoes and accessories. The palette is kept clean with blacks, whites, and grays. Although the brand’s largest markets are Scandinavia and the rest of Europe, Kling has plans to expand to Hong Kong and Australia. Nowhere aims to break the limits of how, where, and why fashion is made. “Today anyone has the opportunity to create their own platform,” explains Kling. “It’s the real girl who gets to be in the spotlight and that’s a new phenomenon to be inspired by.”

For more information, please visit Shop-Nowhere.com.

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