Has Kanye West’s Yeezy inspired H&M’s new millennial-focused clothing brand?
Nyden, featuring exclusive, minimalist and androgynous clothes, co-designed by singers Dua Lipa and Justine Skye and Germany soccer star Jérôme Boateng
There has been plenty of buzz around H&M’s new millennial-focused brand, Nyden, during the past few months.
This is mainly because the Swedish clothing retailer stayed quiet about what to expect – releasing only teaser videos and posting black square photos on Instagram.
The information had been as minimal as the branding.
Yet, after finishing its pre-launch in April, Nyden finally rolled out its first collection of men's and women’s clothing this month.
Called /Nyden drop 1, it features products such as studded leather jackets that cost as much as US$2,000.
This new brand seems very much to be influenced by Kanye West's label Yeezy, not only stylistically but also in its approach to fashion marketing.
The premise behind Nyden – which means “new” and “it” in Swedish – is to predict how people will shop in the future, using market research and teaming up with sociologists and philosophers.
The new brand [Nyden] seems very much to be influenced by Kanye West's label Yeezy, not only stylistically but also in its approach to fashion marketing