H&M Is Launching A New Influencer-Driven Brand

H&M Is Launching A New Influencer-Driven Brand

/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.


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

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