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New H&M line designed by top Swedish blogger

Swedish clothing chain Hennes & Mauritz has turned to one of the country's most prominent fashion bloggers, who has designed an apparel line exclusively for the Swedish market.

New H&M line designed by top Swedish blogger

The clothing collection, designed by Swedish fashion blogger Elin Kling, will go on sale in H&M stores in Malmö, Stockholm, Gothenburg and Uppsala on February 3rd.

Ten percent of the sale price of the items will also be sent to the United Nations Children’s Fund (UNICEF).

“It’s really fun to be able to offer our Swedish customers an exclusive collection in collaboration with Elin Kling,” H&M’s head of marketing in Sweden, Sofia Jegerborn, said in a statement.

Kling, whose blog was launched in 2007 and appeared on the website of Sweden’s TV4 until the start of the year, also founded the fashion website minoutfit.se (“My Outfit”).

She also works as a fashion editor for the Expressen tabloid, and has participated in several Swedish reality television shows, including Let’s Dance.

In 2009, she was awarded Sweden’s main blogging award, Stora bloggpriset, in the fashion category.

“To have worked with H&M has been a fantastic journey. This has absolutely been the most fun project I’ve done so far and I’m already getting separation anxiety,” Kling wrote on her blog in a January 11th posting.

The collection consists of nine pieces and accessories described by H&M as a “modern, light and minimalist collection with Bohemian influences.”

In a statement, Kling said working with the Swedish fashion giant had been “unbelievably flattering.”

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BUSINESS

Swedish retailer H&M sees profits slump after Russia exit

Swedish fashion retailer H&M reported a sizeable drop in third-quarter profit on Thursday following its decision to leave the Russian market.

Swedish retailer H&M sees profits slump after Russia exit

The world’s number two clothing group is among a slew of Western companies that have exited Russia following Moscow’s invasion of Ukraine.

H&M paused all sales in the country in March and announced in July that it would wind down operations, although it would reopen stores for “a limited period of time” to offload its remaining inventory.

The company said Thursday its net profit fell to 531 million kronor ($47 million) in the third quarter, down 89 percent from the same period last year. “The third quarter has largely been impacted by our decision to pause sales and then wind down the business in Russia,” chief executive Helena Helmersson said in a statement.

The group said in its earnings statement that it would launch cost-cutting measures that would result in savings totalling two billion kronor.

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