H&M Launches New Luxury Brand

image 1 - H&M Launches New Luxury Brand

H&M has announced they will be launching a new brand early this year that targets millennials and co-created with “influencers” called Nyden

The first influencers taking part in Nyden will be Instagram-famous tattoo artist Doctor Woo and Swedish actress Noomi Rapace. H&M wants to work with influencers to ensure the product and brand sits well and successfully reaches it’s target market.

The new brand will be led by creative director, Oscar Olsson, who highly believes that the future of fashion is in the ‘tribes’ who decide to wear it and not designers deciding what consumers should win.


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