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Sponsored video: Elin Kling’s guilty pleasure at Net-a-Porter


NEWS
Filed by Lucire staff/March 28, 2012/22.07


A Lucire special promotion

Style by Kling

Elin Kling is getting more and more global. Her Style by Kling blog was noticed by us very early on, but equally, she became a fashion personality in Sweden with TV attention as well. Soon, a major retailer decided it would need her endorsement on its autumn–winter 2010 trends, and now, Net-a-Porter has the Swedish blogger commenting on her favourites for spring–summer 2012.
   Kling says she’s tempted by jeans and can’t stop buying them. It’s a brief video but it elevates her to the likes of Karl Lagerfeld—who has equally appeared in Net-a-Porter videos—showing that when you get a blog done right, the big opportunities come.
   Style by Kling, after all, appeared more in Swedish in its early days. It had enough followers to propel Kling into mainstream fashion circles. But with an eye for style and media savvy, she has been able to translate that into a very high public profile. The fact that she has changed URLs numerous times over the years—from TV4 in Sweden to her own domain, and now a subdomain at Nowmanifest, and not lost her support, says something about the loyalty around her name.
   It’s not only the blog. Kling has diversified into her own fashion line and last week celebrated the first anniversary of her own magazine, Styleby. We’re struggling to think of anyone else who has managed to take a blog into a print format, with all the travails a cross-media effort would entail.
   We do wonder, however, where blogs are these days. In an earlier Lucire, we noted that newsgroups were no longer part of the everyday destinations for netizens. Blogs, meanwhile, are still going, but with the number of them out there, it’s harder for someone to capture the same level of attention. Some users’ creative bugs are satiated more than capably by social networking sites, and why not? Facebook, given enough followers, offers instant gratification through its “likes”.
   The successful blogs are just that: successful. They have given their creators a certain position in their industries, something that cannot be readily replicated in 2012. Kling travels across the Atlantic, comfortable in either Stockholm or New York. And it’s no wonder that Net-a-Porter sees her as the perfect spokeswoman—a fashion-savvy woman matching with one of the internet’s most fashion-savvy retailers.

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