Home / FASHION / H&M Is Launching A New Affordable Luxury Brand, Nyden

H&M Is Launching A New Affordable Luxury Brand, Nyden

(Last Updated On: January 3, 2018)

Following the latest success of H&M x Erdem’s collaboration assortment in November, the H&M Group has introduced that it’ll unveil a brand new model early this 12 months referred to as Nyden.

Targeted particularly to the millennial inhabitants, Nyden — which fuses the Swedish phrases “ny,” that means new; and “den,” that means it — is not going to comply with a standard enterprise mannequin. Headed by Oscar Olsson, who’s labored at H&M since 2013, most not too long ago as the pinnacle of their Innovation Lab, Nyde will work as a collaborative label of kinds. Olsson will work with choose “tribe leaders” to create the collections. His first selections are the tattoo artist Doctor Woo, and the Swedish actress Noomi Rapace who starred within the unique Swedish trilogy of The Girl With The Dragon Tattoo.

According to H&M, Nyden’s launch is a “smaller start-up” so there will not instantly be /Nyden shops in every single place, the best way we’re used to seeing H&M’s virtually in every single place on the planet. Talking to The Cut, Olsson defined that Nyden’s viewers is decidedly youthful, savvier and curious about real model expertise. The “Netocrats” as he calls them, “[are] more sensitive than ever to credibility, authenticity, and personality. They’re also more sensitive than ever to exploitation of themselves or other people.”

Though the precise launch date hasn’t been revealed, garments will likely be obtainable by e-commerce, and immersive pop-up occasions. You may enroll on the Nyden web site for extra data. Looks like a visit to Europe is likely to be so as quickly!

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