H&M is no stranger to accessible luxury.
It’s done collaborations with some of the most exclusive designers around – Erdem, Kenzo, Isabel Marant…you name them, Hennies has worked with them.
So it’s only logical that eventually the Swedish highstreet giant would eventually turn in-house and start making affordable designer clobber itself.
Enter: Nyden.
Nyden is going to be H&M’s new affordable luxury line aimed at millennials or ‘Netocrats’, as Swedish designer Oscar Olsson calls them.
The name is a fusion of Swedish words ‘ny’ and ‘den’, meaning ‘new’ and ‘it’ and the line will apparently be swerving convention by not following new seasons or the traditional fashion calendar.