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Fashion

H&M launches new brand Nyden

On 08 Feb 18, Exact launch date TBC

Nyden, H&M's latest brand is for the millennials: it's collaboration-driven, available online and in pop-ups only, and eschews the traditional fashion calendar

By Eloise Barker on 8/1/2018

2 CW readers are interested
Hold on to your hats! Nyden: H&M's new brand, launches early 2018
Hold on to your hats! Nyden: H&M's new brand, launches early 2018
H&M launches new brand Nyden H&M launches new brand Nyden Eloise Barker
H&M have announced the launch of an exciting new brand, Nyden. The new brand will be an affordable yet luxury label, aimed squarely at millennials. It will be available online and in pop-up shops in early 2018.


Nyden is the brainchild of Oscar Olsson, head of the H&M's innovation lab. Based on the Swedish words for 'new' and 'it', the brand promises to break all the fashion rules we hold dear: it won't follow seasons, it promises not to follow trends, and, instead of collections, it will only work in collaborations. The first two of these have already been announced: one with a tattoo artist known as Doctor Woo and on with Swedish actress Noomi Rapace (The Girl with the Dragon Tattoo).


Nyden calls these collaborations examples of 'co-creation', and its founder sees this as the future of fashion. If Arket, the lifestyle brand that H&M launched last year, was for everyone, then Nyden is designed only for it's 'tribe': a tribe who are fans of Nyden's co-creators, and want to buy into the collection.


We don't have any information about how these collections will look. Currently there is only one teaser videos for Nyden online. In it, there is a still of a woman with a pineapple on her head – the millennial's fruit of choice. The pineapple might suggest that, though Nyden promises to be a bit different, it's still intent on relating to its young, trend-hunting audience.





What H&M launches new brand Nyden
When On 08 Feb 18, Exact launch date TBC
Price £££
Website Sign up for updates here



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