After the pre-launch in April and minimal information since then, H&Mâ€™s new millennial-focused brand – Nyden – finally rolls out its first collection of menâ€™s and womenâ€™s clothing this month.
The latest collection is called /Nyden drop 1, which features its statement products such as studded leather jackets with a â‚¬2,000 price tag.The products will be sold exclusively online and in pop-ups.
The Swedish clothing retailer is taking a unconventional marketing approach for Nyden.Â The information and marketing plans have been minimal. The company has been relatively quiet about what to expect from the new brand. It has only been advertised on social media – released teaser videos and photos of the co-creatorsâ€™ first collection on Instagram, explaining the concept behind the design.
/Nyden takes its name from two Swedish words â€śnyâ€ť and â€śdenâ€ť, which means â€śnewâ€ť and â€śitâ€ť respectively. The company stated Nyden is not a traditional fashion brand.â€śThere are no collections, no seasons, just a stream of relevant drops and events.â€ť Nyden operates like a creative platform recruiting co-creators, who it calls â€śtribe leadersâ€ť, to design capsule collections.
Oscar Olsson, head of Nyden, told New York Magazineâ€™s The Cut he believed that in the future, brands would not exist in the same way that they do today. They might not have one main designer, but could instead be influenced by many different people.
Nyden’s current collection has been co-created with three celebrities – singers Dua Lipa and Justine Skye, and German soccer player JĂ©rĂ´me Boateng.
The premise behind the brand is to predict how people will shop in the future, using market research and teaming up with sociologists and philosophers.
Meanwhile, H&M reported no sales growth for a full six months, as the worldâ€™s second-largest fashion retailer struggles to get customers through its doors and misses a beat to adapt to the shift of consumers to digital avenues.