H&M LAUNCHES LUX­URY FASH­ION BRAND NYDEN TAR­GET­TED AT MIL­LEN­NI­ALS

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H&M will launch an af­ford­able lux­ury la­bel called Nyden in early 2018. Called Nyden, a hy­brid of the Swedish words for ‘new’ and ‘it,’ the line will be led by Os­car Ols­son, who has worked at H&M since 2013.

Nyden will tar­get the Mil­len­nial and in­flu­encer gen­er­a­tion by im­ple­ment­ing col­lab­o­ra­tions with hand-picked in­flu­encers dubbed ‘tribe lead­ers.’ The first of which will be tat­too artist Doc­tor Woo, who will work on the brand’s in­au­gu­ral menswear re­lease along­side Swedish ac­tress Noomi Ra­pace.

Ac­cord­ing to H&M, Nyden’s launch is a ‘smaller start-up,’ so the brand has no plans to open Nyden stores sud­denly ev­ery­where. H&M’S lat­est en­deav­our into the realm of af­ford­able lux­ury fol­lows the launch of its other new la­bel, Ar­ket, last year.

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