Swedish chain Hennes & Mauritz is to launch the first collection designed by a fashion blogger, the Telegraph said Tuesday.

The cheap'n'chic fashion group has appointed the country’s “leading fashionista”, Elin Kling, to create a collection featuring nine fashion pieces and two accessories.

It will launch in Sweden on February 3 with 10 percent of sales being donated to UNICEF. Kling, who launched her blog in 2007, has one of the biggest fashion profiles in Sweden.

"The collection is light, modern and minimalist, spiced with raw, bohemian influences - a look which perfectly reflects the personal style of the blonde 'blogista' who likes to customise her daily 'looks' in an individualistic way", the British newspaper said.