If you only know Elin Kling as the photogenic Swedish blonde behind the lauded blog Style by Kling, you only know part of her story. The 28-year-old former model turned columnist turned blogger turned magazine editor (she runs a bimonthly that’s also called StyleBy) turned H&M collaborator (which sold exclusively in Sweden last spring), is adding a clothing line called Nowhere to her roster of achievements, which is set to launch next month.
“I’m definitely not a designer,” she says with a laugh. “But I know about fashion and I know about business—I help come up with inspirations and ideas that are then translated into the collection.” The actual technicalities come down to Nhu Duong, a designer with an eponymous line of her own (and Kling’s close friend). Featuring cropped sweaters, boyfriend pants, body-con dresses, and metal toe-capped stilettos, Nowhere offers up the type of effortless wardrobe basics with a chic, polished edge that have countless readers scouring her blog for looks they can repeat for themselves.