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Meet Nyden, H&M’s New Affordable Luxury Brand – H&M’s one of the world’s most successful ready-to-wear brands. The Swedish brand introduced the Nordic look to the rest of the world and celebrated an unprecedented success. All of the world’s most important cities have at least one H&M store, and their success is shown through their designs and their commercial partnerships (David Beckham, Nicki Minaj, Kevin Hart, amongst others). Now, the Scandinavian brand decided to take the next step and launched Nyden, an affordable luxury brand. Join CovetED Magazine and find out more about it!

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Targeted specifically at the millennial population, Nyden — which fuses the Swedish words “ny,” meaning new; and “den,” meaning it — will not follow a traditional business model. Headed by Oscar Olsson, who’s worked at H&M since 2013, most recently as the head of their Innovation Lab, Nyde will work as a collaborative label of sorts.

Olsson will work with select “tribe leaders” to create the collections. His first choices are the tattoo artist Doctor Woo, and the Swedish actress Noomi Rapace who starred in the original Swedish trilogy of The Girl With The Dragon Tattoo.

Nicki Minaj for H&M

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David Beckham and Kevin Hart at the Modern Essentials Campaign, for H&M

According to H&M, Nyden’s launch is a “smaller start-up” so there won’t suddenly be /Nyden stores everywhere, the way we are used to seeing H&M’s almost everywhere in the world. Olsson explained that Nyden’s audience is decidedly younger, savvier and interested in genuine brand experience. The “Netocrats” as he calls them, “[are] more sensitive than ever to credibility, authenticity, and personality. They’re also more sensitive than ever to the exploitation of themselves or other people.”

Though the exact launch date hasn’t been revealed, clothes will be available through e-commerce, and immersive pop-up events. You can also sign up on the Nyden website for more information.

Nicki Minaj’s promo for H&M:

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Source: Refinery 29