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H&M is no stranger to the fashion collaboration - pieces from Karl Lagerfeld, Stella McCartney and Viktor & Rolf have all graced the plastic coat hangers of the high street brand.

Now the Swedish company will launch a collection designed by fashion journalist and blogger Elin Kling. Kling has collaborated with the brand since 2007 - the film above shows her pick of the autumn/ winter 2010 trends, for example - but this marks the first time that the H&M has invited a blogger and journalist to create a collection.

Kling wrote on her blog: 'It has been very inspiring to work closely with the H&M design team and I'm very happy with the results. The collection is minimalist and raw, but with a clear bohemian element, something that reflects my personal style well.'

Available exclusively in Sweden from 3 February, 10% of sales from the collection will be donated to UNICEF.

Sofia Jegerborn, marketing director at H&M adds: 'As one of Sweden's biggest fashion names, Elin fits our fashion-conscious consumer perfectly.'

The trend for brands embracing bloggers not only in outreach campaigns but as valuable creators of content brings to mind Ted Baker's Remote Styling Sessions, by Guided Collective, which saw bloggers in the US style models in the UK via social media.

These kind of collaborations show how the blogger relationship has evolved, brands using the link to generate interesting designs direct from the street, as it were, and create a feeling of peer-to-peer conversation with the shopper.