"/Nyden is not a traditional fashion brand. We are a platform with a soul, co-creating with talented tastemakers and empowering their creativity.
There are no collections, no seasons – just a stream of relevant drops and events. We put tribe leaders at the center of the design process, sharing their stories and helping their creativity make an impact.
/Nyden values integrity and humble arrogance.
We believe in empowering creativity to redefine the future."- Nyden.com
Nyden is a new child in the H&M house, don't even call it a child, call it the Millenial/Gen-Z son/daughter of the brand. A refreshing new look into youth-oriented fashion, not using designers to create pieces and lines, but using influencers instead. This could be the future of fashion. It is not just using young, famous faces to create clothing because that has been done before. It is using celebrities who have "tribes" or to those not familiar with that term it's their followers. The most passionate people in the world are fans and H&M are being smart by exploiting this.
One of their influencers is new pop sensation Dua Lipa (I got excited finding this out. Those passionate fans...yeah I am one of Miss Lipa's) The singer herslef started as a standard influencer, on YouTube uploading videos of her singing, and has now reached so many times to the top of the charts and being named the most streamed female of 2017. Her career has rocketed and so has her fanbase. Using Dua Lipa's 12 million instagram followers Nyden wishes to promote their capsule collection in collaboration with their favourite singer that is meant to resonate with them.
A quote from Fast Company states Lipa isn't the only influencer "Besides Lipa, /Nyden has also locked down German soccer defender Jérôme Boateng and Justine Skye, a Los Angeles-based singer/songwriter. The brand has also hinted that other co-creators might include tattoo artist Doctor Woo, and Swedish actress Noomi Rapace."
The capsule collections will be created by the artists individually based around their inspirations, style and fashion favourites. Their stories will be shown through the clothing, Skye's collection will be inspired by where she grew up, Brooklyn, and where she now resides, Los Angeles therefore having the two sies of her mesh into one cultural collection. In the same realms Boateng says that his will be inspired by not only his famous street-wear persona, but also the styles he loves that necessarily his fans don't get to see. Each collection is different and personal to the creator.
Here are a few quotes from the head of H&M's Innovation Lab:
“We’re trying to create a new system and connect with consumers in new ways”
“We have one take on the future of fashion–on what fashion could be–and we want to go for that. ”
“To become more relevant to a young audience, we want to try to design fashion together with them”
“The power is shifting from a brand into the people. And people have been structured from the earliest of
times in what we call tribes.”
“Among a group of a hundred people, there are just a few that inspire others on style and fashion”
“We want to invite those tribe leaders into the process and give them a platform to tell interesting and authentic stories to their audiences.”
The label hopes to become a go-to for quick fashion.
They understand that to keep an audiences attention, using their favourite idols is not enough, they have to constantly push out content and product therefore making these capsule collections quickly is a priority for them. If this brand fizzles out it could be very harmful to its evolution. But is pricing their small collections with plain t-shirts at €30 and leather jackets at €500 the best way to go about it? As a Gen-Z baby I love the idea of having a collection designed by Dua Lipa, I love the way she dresses so why wouldn't I want a piece of that? However, also as a Gen-Z baby, most of us don't have the money to splurge €500 on a jacket. So really are they leaving us out? I Love Dua but not enough to justify that purchase. Maybe they should have gone down the root of a slightly larger collection for a smaller price? As someone of my age I love anything that looks nice that is reasonably affordable. The most I will spend on clothes is at Topshop and Urban Outfitters (lets be realistic I don't know who either of them think they are pricing transparent anoraks at £150 just because it's festival season) And if I am thinking this, I won't be the only one in my generation.
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