H&M launches Nyden, a new affordable luxury label for millennials

After a successful collaboration with Erdem and the unveiling of a streetwear collection, Swedish colossus H&M has announced the launch of Nyden, an “affordable luxury” label that is expected to drop in early 2018.

Founder Oscar Olsson, who has worked with H&M since 2013, will lead “tribe leaders”, hand-picked influencers, to create collections that specifically target the millennial generation. Swedish actress Noomi Racape (“The Girl with the Dragon Tattoo”) and tattoo artist Doctor Woo are Nyden’s first choices for the inaugural pieces.

“In this future society, as any brand or any kind of provider of anything, you need to embrace the fact that the power is not in your hands; the power has shifted to what we call tribes,” Olsson said in a recent interview with The Cut.

Nyden, a combination of the Swedish words “ny” (new) and “den” (it), will also target the digital-savvy generation Z through its business model, with the collections only available on the e-commerce and in selected pop-ups.

Not long after the launch of Arket, H&M’s latest retail concept introduced last summer, the brand is once again reinventing itself to secure its place as one of the most influential fastfashion giants. 

While the official debut date for the label’s debut hasn’t been announced yet, you can already subscribe to the newsletter and follow Nyden on Instagram to be up to date.