Fashion

H&M Launches a New Luxury Label – Nyden

The global brand’s latest business venture is almost here.

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2,498 Hypes

H&M Launches a New Luxury Label – Nyden

The global brand’s latest business venture is almost here.

Following the creation of new brand ARKET, H&M has recently announced another fashion line – Nyden. The imprint will be the group’s latest business venture to tap into the luxury market. Its name combines two Swedish words, “new” and “it.”

Oscar Olsson, the former head of H&M’s Innovation Lab, will lead the brand as the creative director. The luxe label will target millennials and provide affordable offerings. Nyden is said to be a “smaller start-up” and therefore won’t open a large number of stores.

As reported by Refinery 29, clothes will be available both online and via immersive pop-up events. Head to Nyden’s website for more information.

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