Finally a H&M collaboration Hellwafashion.com can get fully behind.

What are we talking about? H&M’s next collaboration which is with...drumroll... please: A blogger. The blogger in question is  Elin Kling, who is of course a Swedish blogger. You can read her uber stylish blog here

This is pretty groundbreaking for blogland & needless to say really shows how important bloggers are becoming to retailers.  At a conference in Dubai recently WGSN spoke at length to retailers here about the trend in the UK of working with bloggers on window displays to entice customers into stores. H&M have just taken this to the next level.

The bad news is the fantastic collection will only be available in H&M stores in Sweden.The good news is this: if you do get your hands on one of the nine pieces in the collection, you can be sure not to see a reflection of yourself every time you open a magazine or go out in Dubai. Elin seems to know what Tamara and Alber have forgotten "what's rare is wonderful"

My future children will be bloggers themselves by the time a collaboration like this happens in the Middle East so book your flights to Stockholm hellwafashionistas.

*  I am aware that I have used a H&M for Lanvin picture to illustrate this, sorry sorry but I was so excited about this story I couldn’t wait to source pictures. For pictures of “Klings collection” please click here