H&M’s New Brand Nyden | POPSUGAR Fashion UK


H&M is about to launch a new brand called Nyden that can particularly goal millennial shoppers. The label’s identify comes from the Swedish phrases “ny,” that means new, and “den,” that means it. The crew can be led by Oscar Olsson, and based on H&M, the collections will resonate with youthful audiences who “[are] extra delicate than ever to credibility, authenticity, and character.” Should you’re a client who cares about high quality model expertise — suppose Everlane and Reformation — Nyden may be up your alley.

Presently, Nyden’s Instagram account has a number of black ‘grams and a video montage. Apart from that, no different info, together with a launch date, has been revealed. We do know the garments can be out there to buy on-line and there may also be immersive pop-up occasions. Whereas everybody waits for the official launch, you may join on Nyden’s website for the most recent information.

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