H&M is branching out with a whole new line of apparel! The fast-fashion retailer has announced its plans for a new brand, which will be aimed at millennials, called Nyden (“new” and “it” in Swedish) and is set for release in “early 2018.”
According to Harper’s Bazaar, the new label will be comprised of limited edition collections curated by what the company is calling “tribe leaders,” or influencers such as celebrity tattoo artist Dr. Woo and Swedish actress Noomi Rapace, who played Lisbeth Salander in the original The Girl with the Dragon Tattoo films.
While prices have yet to be announced, Refinery29 is hailing the collection as an “affordable luxury brand.”
If its lead, H&M vet Oscar Olsson, is any indicator, Nyden is in good hands — he’s been with the company since 2013, most recently as the head of its Innovation Lab.
He tells The Cut that Nyden’s setup is reflective of what he believes is the future of fashion, with shoppers veering away from specific brands and toward “tribes,” or groups of influencers, all looking for “credibility, authenticity, and personality.”
He continued on to add that his brand will cater to the shopper of the future — dubbed “Netocrats” by Olsson— who are “also more sensitive than ever to exploitation of themselves or other people.”
It’s the second major expansion announcement in recent months for the original Swedish chain, which also announced a line of “high street” wares dubbed Arket, back in August.
While H&M describes its newest baby as a “smaller startup” (read: It won’t be hitting every street corner just yet), it WILL be available through an e-commerce site as well as at pop-up events.