Apr 30, 2012 7:17PM

Elin Kling MBFWA Interview

The Swedish blogger is in Australia to launch her label, we visited her at her pimped-out hotel.

We announced last week that Elin Kling would be coming to Australia for Fashion Week, and yesterday we had the pleasure of meeting up with her. The Swedish blogger / ex-model / magazine founder is here to launch her label, Nowhere (because obviously she really hates having free time), which will be available exclusively at MyCatwalk. We visited her at her hotel and can officially report that she is lording it up in The Presidential Suite.

Ingrid Kesa: So you just got in this morning?
Elin Kling: Yeah, I just got in at 6am this morning.

And you’re here for the whole week?
Yes, I’m here for the launch of Nowhere my new clothing label. It’s the perfect week to be here since it’s Australian Fashion Week, so hopefully I’ll see some shows too.

What shows are you going to see?
Tonight I’m going to see Ksubi.

That will be so good!
Yeah?

Yeah!
Honestly I’m not that familiar with Australian brands so I’m excited to see.

Ksubi doesn’t often show but one year they released rats on the runway so you can expect them to do something unexpected.
Oh, I don’t know if I want to go then! [Laughs].

Will you go to the after party?
I will try, it will depend on how I feel. It feels like I woke up three days ago.

Do you feel prepared for your collection launch?
MyCatwalk has organised everything, so I feel pretty comfortable.

How long have you been working on the label for?
The designer of the collection is Nhu Duong, and it’s more about teamwork between me and Nhu because she’s an amazing designer and I’ve been blogging for five years so I kind of know the market, and it feels like I know my readers pretty well. So it’s a fun, exciting collaboration.

Do you know any of the other international bloggers that are here?
I met Bryan Boy this morning. Rumi, I haven’t met her yet, and I heard that Tommy Ton and Susie are here, but I’ve only met Bryan so far.

Are you going to do anything in Australia that isn’t Fashion-related?
I’m going to pat a koala tomorrow, then we’re going to do the launch party in Sydney and then Melbourne on Thursday. I do a lot of press. I have a pretty good view here, but I’ve never been to Sydney before so it’s super exciting, even if I just got to a meeting or something, in the taxi it’s nice to see the city.

Can you tell me a little bit about your magazine?
Sure! I launched my magazine named Style By about a year ago with and it came about because I wanted to make a monthly magazine to get the new generation back to the magazine world too, because you know today everyone is online. I of course want to keep them online too, but I think it’s something special to actually read a magazine. I created this magazine that has the same kind of vibe as blogging, like how we write.

So more subjective than a traditional fashion magazine?
Yes, exactly. For example, a musician will interview an artist. We are trying to find new ways to do a fashion magazine. We have had a great response, it’s just won the best magazine of the year in Sweden. So, so far so good!

Words: Ingrid Kesa
Photography by Ryan Kenny using a Canon 5D Mark II.

www.canon.com.au

www.photodiarybyryankenny.tumblr.com

www.stylebykling.nowmanifest.com

www.mycatwalk.com.au

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