H&M announce the launch of ‘affordable luxury’ brand Nyden targeted at millennials
The high street store has announced the launch of Nyden which is set to hit our shelves later this year
HIGH street store H&M is releasing an 'affordable luxury' line later this year.
In the past the store has collaborated with the likes of Karl Lagerfield and Balmain's designer, Olivier Rousteing.
Now, they are set to release Nyden which is affordable luxury targetted at millennials.
The name comes from the Swedish words 'ny' meaning new and 'den' meaning it.
But, the brand will not follow trends or the fashion calendar.
The brand taps into the influencer generation by choosing 'tribe leaders' to help 'co-create' clothing.
The first two 'leaders' are reportedly Swedish actress Noomi Rapace and tattoo artist Doctor Woo.
H&M have said Nyden will be a 'smaller start up', so don't expect all the hype that came when H&M teamed up with designer Erdem Moralioglu last year.
Nyden have their own but, are being vague with posts of black squares.
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The official website welcomes 'the tribe', keeping fans guessing over what the first products will be.
Fans on Twitter have already shared their excitement with one saying: "I can't wait to see it".
Swedish company H&M currently own COS, & Other Stories, ARKET, Cheap Monday, Monki and Weekday.