H & M launches a new brand in early 2018
Fashion for millennials
In the autumn of 2017, the H & M brand Arket was launched and in 2018 it continues seamlessly. The Swedish clothing manufacturer wants to address with the upcoming brand / Nyden specifically Milliennials, so the Internet generation, as the creative director Oscar Olssen explains in an interview with the fashion portal "The Cut".
Influencers make collections together
The concept of / Nyden does not rely on a single creative boss, who sets the fashion tone, as is usual with big fashion brands, but works together with changing influencers. These will select their own collections at the design office in Los Angeles. For starters, the tattoo artist dr. Woo and Swedish actress Noomi Rapace launch a collection with the new H & M brand.
/ Nyden will not be fast fashion
By creating a whole new way of creating collections, the overall design process will be shortened and apparel will be available even faster. Nevertheless, things should not belong to the fast fashion, as Olssen further explains. Rather, the parts are limited and can only be purchased on the online site and at pop-up events.
In terms of price, the clothes are in the "affordable luxury area".
On Instagram, meanwhile, a first taste of the new H & M brand is tapped with a clip, which should be launched at the beginning of the year:
A post shared by / Nyden (@wearenyden) on Dec 15, 2017 at 6:47 pm PST
