H&M has announced that it will be launching a new brand 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. During this time, he became head of the company’s Innovation Lab where sociology, market research and philosophy were used to determine the future of fashion and how people will shop in years to come, The Cut reports. The result? An affordable luxury label that will specifically target millennial customers. Unlike other brands, Nyden will seek to differentiate itself from the mainstream by overlooking the traditional fashion calendar and trends, instead enlisting the help of selected ‘tribe leaders’, or influencers to co-create clothing. The first of these collaborations will see the brand work with tattoo artist Doctor Woo and Swedish actress Noomi Rapace. While very little is known about the launch just yet, we do know that the clothes will be available to shop online and at immersive pop-up events, while price points will vary depending on the product.
