H&M is launching a new affordable luxury line
H&M is no stranger to accessible luxury.
It’s done collaborations with some of the most exclusive designers around – Erdem, Kenzo, Isabel Marant…you name them, Hennies has worked with them.
So it’s only logical that eventually the Swedish highstreet giant would eventually turn in-house and start making affordable designer clobber itself.
Nyden is going to be H&M’s new affordable luxury line aimed at millennials or ‘Netocrats’, as Swedish designer Oscar Olsson calls them.
The name is a fusion of Swedish words ‘ny’ and ‘den’, meaning ‘new’ and ‘it’ and the line will apparently be swerving convention by not following new seasons or the traditional fashion calendar.
Instead, new releases will be limited and prices will vary depending on the product.
There will still be a whole load of collaboration going on with this line, with H&M choosing ‘tribe leaders’ to help ‘co-create’ clothing.
The first two such leaders are going to be Swedish actress Noomi Rapace and tattoo artist Doctor Woo.
The exact launch date hasn’t yet been revealed but clothes are going to be available online and at immersive pop-up events.
You can check out the Nyden site for more details here.