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Liganova<br />
loves<br />
ELin<br />
KlING
Elin, you’re the first fashion blogger<br />
worldwide to design an exclusive<br />
collection for H&M. How does it feel?<br />
It’s a big honour, and it has been a dream coming true. And I<br />
think it means a lot for the fashion blog-industry, which is<br />
huge but not really accepted. In Sweden fashion bloggers get<br />
more respect today then two years ago, and this is another big<br />
step. The industry has a way to see fashion bloggers as one<br />
product. It’s like comparing daily, weekly and monthly<br />
magazines. It’s up to each one to create your own blog, and<br />
that’s actually also what I like about it, there are no rules.<br />
But it’s also important to remind yourself that your blog is a<br />
very strong CV, so don’t waste it.
The collection consists of<br />
nine fashion pieces and<br />
two accessories and was<br />
launched in Sweden<br />
on the 3rd of February<br />
(in ten selected stores in<br />
Stockholm, Gothenburg,<br />
Malmo, and Uppsala).<br />
What did you emphasize with the<br />
collection? What’s your favourite<br />
piece? How did you prepare for<br />
this collaboration? Is there a chance<br />
to get your pieces into other parts<br />
of Europe?<br />
I’ve been working very close with the H&M design team for<br />
nearly a year. I guess my favourite piece is the necklace, or<br />
the long dress. The collection is exclusive to Sweden.
What was your aim when you<br />
decided to write your own blog<br />
STYLE BY KLING? How did<br />
blogging change your life?<br />
It was actually a friend who kind of forced me in to it... ha-ha.<br />
I’m pretty happy that he did that. I guess I should send him<br />
flowers or something. To run my own blog was perfect to<br />
show what I go for. The industry started to notice my blog,<br />
and obviously liked it. From that I’ve been working with TV<br />
for Sweden’s largest network, been the fashion-editor for<br />
Sweden’s largest newspaper and now I’m launching my own<br />
fashion magazine, STYLEBY. I’m also the founder of Fashion<br />
Networks with my partner Christian Remröd; a web-platform<br />
for fashion that you for sure will see more of in the future.<br />
But you always have to surprise the people you work for,<br />
always give a little bit more, be focused and put your job first.
How would you describe your style<br />
in three words?<br />
Scandinavian. Minimalistic. Wearable.
Who’s your favourite designer at<br />
the moment? Favourite upcoming<br />
Swedish designer?<br />
I’m always inspired by Margiela. In Sweden we do have a<br />
lot of talent; right now Rodebjer is very interesting.<br />
Do you have a fashion role model?<br />
Actually no, I get inspired by travel, movies, people.
Must-have for spring 2011? Your<br />
favourite piece at the moment?<br />
A beige tight body to wear with tight blue jeans. But I’m<br />
also very into leather.<br />
You would never leave the house<br />
without…<br />
My phone. I check my e-mails every second minute.
Do you have an attribute others<br />
would not expect?<br />
Well I can hypnotize chickens. I guess that would be<br />
something! I grew up on a farm so I guess I didn’t have<br />
so much to do.<br />
What inspires you?<br />
Movies, travel, people, furniture.
Which blogs do you prefer to<br />
read yourself?<br />
I like streetstyle blogs like Jak&Jil, but apart from that I<br />
don’t read that many blogs. Both my sisters are blogging<br />
about their family life, and that is the best reading I can<br />
get online.<br />
Your favourite international<br />
metropolis and why?<br />
New York, because that city has everything. Even if it’s also<br />
a very unnatural city with so much focus on career. But it’s<br />
not a city I want to get old in.
You are Fashion Director of your very<br />
own fashion magazine STYLEBY that<br />
will be launched in cooperation with<br />
Bonnier Publications in March.<br />
Besides the printed issue, STYLEBY<br />
also serves as a digital magazine<br />
(http://styleby.nu/).<br />
What is your inspiration behind it?<br />
What makes it special and unique?<br />
Well, it’s an easy solution actually. We wanted to focus<br />
on print, and I run my blog on my own website. When we<br />
discussed about different magazine web-platforms we<br />
realized kind of quick that everybody kind of has the same<br />
information. We thought it would be cool to run the<br />
website through our mobile phones, where the readers can<br />
follow me and STYLEBY’s editor-in-chief through our daily<br />
life working at a fashion magazine. A feed where everything<br />
is here and now and where the pictures aren’t retouched.<br />
I want to chair the reality, not the polished reality.
What’s your personal formula<br />
for success?<br />
Which aim is going to be next?<br />
A lot of work, and love what you are doing. Never get<br />
satisfied, always go for making the products you working<br />
for even better.
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