menu

H&M Is Launching A New Influencer-Driven Brand

H&M Is Launching A New Influencer-Driven Brand
Advertising

/Nyden will hire influencers to co-create affordable apparel for millennials

Kiran Umapathy
  • 2 january 2018

H&M has announced it will launch a new brand, /Nyden, in early 2018. The name is a hybrid of the Swedish words for ‘new’ and ‘it,’ and it will be led by Oscar Olsson, who has spent time building H&M’s expansion team and Innovation Lab that studies philosophy, sociology and market insights to understand where fashion is headed.

Details are intentionally scant, but the brand is expected to offer affordable luxury clothing at varying price points. /Nyden targets millennials, but more specifically customers that it refers to as ‘Netocrats.’

“The Netocrat is more sensitive than ever to credibility, authenticity, and personality,” Olsson told The Cut. “They’re also more sensitive than ever to exploitation of themselves or other people.”

/Nyden will seek to differentiate itself by ignoring trends and the traditional fashion calendar. And instead of relying on one heralded designer, /Nyden will collaborate with people they are calling “tribe leaders”—influencers hand-picked by Olsson to create and develop clothing. First up will be tattoo artist Doctor Woo and Swedish actress Noomi Rapace.

“It’s about creating tools that they can dance on top of; that they can be creative with; and that can enhance their relationship with other tribes,” Olsson continued. “That’s what we’re trying to do.”

All influencers selected are expected to converge at /Nyden’s Los Angeles design center, for a speedy design process that is expected to take about three to four weeks from start to finish. Customers will purchase these products either online or at pop-up events.

/Nyden


Lead Image: Times Square H&M store, Sorbis via Shutterstock

+advertising
+Fashion
+H&M
+influencers
+Millennials
+Oscar Olsson
+retail
+The Cut

More in Fashion

Fashion

Under Armour Announces The Third Iteration Of Its Connected Sneakers

Under Armour unveiled its third generation of connected running shoes during CES in Las Vegas

17 January 2018
Fashion

In 2017, We Hit Peak Nostalgia—Where Will Advertising Go Next?

James Roles, sales and marketing director at Five by Five, takes a look at the nostalgia fueling everything from Star Wars to Stranger Things

16 January 2018

The Latest

Event

PSFK is proud to host a special half-day conference with expert speakers on new opportunity in brick & data retail

January 17, 2018 | New York City
Video

Derek McCarty discusses how hmbldt is changing attitudes around marijuana

September 27, 2017
No search results found.