'Dragon Tattoo' Author Wouldn't Have Approved Of Marketing Partnerships

Stieg Larsson, author of the "The Girl With the Dragon Tattoo," of which the Hollywood version will be released this week would not have approved of marketing partnerships and merchandising around the film, according to his long time partner, Eva Gabrielsson.

“We would never have sold any rights for merchandising,” Gabrielsson told the AP. “It has nothing to do with books.”

Swedish apparel retailer, H&M, has launched a Dragon Tattoo Collection, created by costume designer Trish Summerville, and inspired by the leading character in the book, Lisabeth Salander.

"Salander’s look is very real and very lived in, with pieces that her character has worn for a long time, like her jackets that act as her armour to shield her from the world," Summerville said. "I wanted the collection to have the essence and strength of Salander, with a fashion edge."

The Girl With The Dragon Tattoo opens in theaters nationwide today.