Nyden: H&M announces launch of new affordable luxury line aimed at millennials

Your support helps us to tell the story

Support Now

In my reporting on women's reproductive rights, I've witnessed the critical role that independent journalism plays in protecting freedoms and informing the public.

Your support allows us to keep these vital issues in the spotlight. Without your help, we wouldn't be able to fight for truth and justice.

Every contribution ensures that we can continue to report on the stories that impact lives

Kelly Rissman

US News Reporter

Find out more

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.

“We constantly develop and test new ideas. Nyden is a smaller start-up that we look forward to telling you more about shortly,” a H&M spokesperson told The Independent.

H&M’s latest endeavour into the realm of affordable luxury follows the launch of its other new label, Arket, last year.

A store that nods to the minimalist, Arket is a lifestyle brand that caters for men, women, children and the home with a focus on sustainability and quality.

Offering a solid foundation that builds the ideal everyday uniform, Arket forms a stark comparison to the younger, savvier pieces we can expect from H&M’s newest brand.