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Brief Published: 11 Oct 2011

Swedish Blogger Launches Fashion Line


Swedish super-blogger Elin Kling launched her own contemporary fashion line yesterday (October 10) in conjunction with Vietnamese designer Nhu Duong, called Nowhere. The brand aims to create contemporary, cutting-edge fashion at an accessible price point – a move that will surely entice Kling’s extensive blog readership. Kling will work as creative director, while Duong will take up the reins as designer for Nowhere.

Kling’s blogging empire Nowmanifest provides the platform for five international blogs, including two of the world’s biggest style blogs, Bryan Boy and Fashion Toast – both of which now reside under the Nowmanifest brand. One of the five blogs, Style by Kling, is Kling’s personal chronicle showcasing her style projects. The Nowmanifest company was founded by Kling and her partner Christian Remrod. They also run Fashion Networks, Sweden’s largest online fashion community. Previous to launching her own line, Kling cut her teeth on collaborations including designing a range for Swedish high street store H&M, styling the Spring/Summer 2012 Tibi catwalk show in New York, and working as fashion director at her own fashion magazine Styleby, published and founded by Swedish magazine group Bonnier in March 2011.

Now based between Stockholm and Berlin, Duong has previously worked at Acne, designed a collaborative collection for Swedish high street brand Weekday, and also produced her own collection presented at Stockholm Fashion Week.

Nowhere will be exclusively available from online boutique Nelly. Style by Kling states the e-tailer was chosen as the site works “in line with our company’s digital profile”. The collection includes ready to wear, shoes and bags, with prices starting at 399 SEK (£38). The collection is available to buy online now.

Style by Kling