Introducing Nyden: H&M’s new affordable luxury brand

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H&M has announced it will be adding another brand to its portfolio in early 2018 aimed at millennials and co-created with “influencers”.

The first /Nyden influencers will include Instagram-famous tattoo artist Doctor Woo and Swedish actress Noomi Rapace. The aim of working with influencers is to ensure the brand and product resonates more with its target market.

The collaborators will work with /Nyden at their design centre in Los Angeles using a library of pre-developed fabrics, designed by H&M according to market data on trends. Products will be developed in three to four weeks, produced in limited quantities and will be priced in the “affordable luxury” range.

The new brand will be headed up by creative director, Oscar Olsson, who believes that the future of fashion is in the ‘tribes’ who decide to wear it, rather than designers dictating what consumers should wear.

H&M already incorporates a number of sub-brands aimed at different markets including COS, weekday, & Other Stories, Cheap Monday, Monki, and ARKET.