Elizabeth Day: ‘Life is full of failure. But it’s never too late to change your life’
Elizabeth Day: ‘Life is full of failure. But it’s never too late to change your...

Jennifer McShane

We’ve found the perfect SPF: It’s quick-drying, lightweight and moisturising
We’ve found the perfect SPF: It’s quick-drying, lightweight and moisturising

Shayna Sappington

Sunday brunch: Easy vegan apricot & pistachio pastries
Sunday brunch: Easy vegan apricot & pistachio pastries

Meg Walker

Marianne Smyth, aka @smythsisters, on her capsule wardrobe essentials
Marianne Smyth, aka @smythsisters, on her capsule wardrobe essentials

Holly O'Neill

5 brilliant documentaries made for watching on a lazy Sunday
5 brilliant documentaries made for watching on a lazy Sunday

Jennifer McShane

Delicious vegan-friendly spots to try for a weekend brunch in Dublin
Delicious vegan-friendly spots to try for a weekend brunch in Dublin

Jennifer McShane

10 steamy shows and films celebrating the power of women
10 steamy shows and films celebrating the power of women

Jennifer McShane

Image / Fashion

Say Hello To H&M’s Latest New And Affordable Brand ‘Nyden’


by Niamh ODonoghue
04th Jan 2018
blank

H&M has been riding high this last while, and the brand is showing no signs of slowing down. Following their hugely successful sellout collaborations with Erdem and Kenzo, and the launch of H&M’s sister brand Arket H&M today announced their next subsidiary, Nyden, which will launch this year.

Nyden, which fuses two Swedish words, ‘ny’ and ‘den’, meaning ‘new’ and ‘it, is headed by Swedish (and brutishly handsome) fashion visionary, Oscar Olsson who has been dubbed as the next big thing in the future of fashion according to insiders (despite his lack of social media, or hardly any major rankings in some of the world’s top fashion houses).

Nyden’s creative director Oscar Olsson. Picture credit: The Cut

Like its overseer, the brand itself is quite earthy and free-spirited, and the teaser below hints at a feel of Cali-style, tribe influence. Nyden will be the ninth brand on H&M’s roster and will be targetted towards younger, savvier, ‘millennial’ shoppers who are interested in the brand experience as well as the final purchase.

A post shared by /Nyden (@wearenyden) on

The brand will be a collaborative label according to refinery29, who will work with select ‘tribe leaders’ to ‘co-create’ the clothing.

Nyden joins H&M’s existing brand portfolio, which includes & Other Stories, Cheap Monday, COS, Monki, Arket and Weekday, as well as its flagship H&M brand. Giving the fashion economic climate, it seems perplexing that such a hugely successful brand would heavily invest in yet another fashion venture. But maybe it’s a sign of good things to come for the fashion industry, or maybe the money makers are getting bored of making money….

Though the exact launch date isn’t yet known, we do know that it will be an e-commerce site. This is one to definitely watch.

Also Read

Normal People
FASHION
‘Normal People’ one year on: How the TV show influenced pandemic fashion (and not just the GAA shorts)

‘Normal People’ celebrated its one-year anniversary yesterday which prompted us...

By Sarah Finnan

blank
FASHION, BEAUTY
The weekend shopping fix: sustainable haircare, throw-on dresses and turf candles

By Holly O'Neill

pyjamas as clothes
FASHION
Get in, we’re going shopping: Laura Whitmore makes a convincing case in favour of the pyjamas-as-clothes debate

Pyjamas as actual clothes? Count us in. As Laura Whitmore...

By Sarah Finnan

London Fashion Week
FASHION, BEAUTY
The London Fashion Week beauty trends you’ll actually want to wear

Lived-in, luxe hair, chic chignons, swooping liner and intricate nail art; these are the AW21 London Fashion Week beauty trends you'll actually want to wear.

By Holly O'Neill

blank
FASHION, SHOPPING, SUSTAINABLE STYLE
5 vegan, eco-conscious trainer brands to switch to

Make the swap with these eco-conscious trainer brands that never...

By Erin Lindsay

bike outfits
FASHION, SHOPPING
Cute bike outfits for picnics and trips outside your 5km

If you’re travelling on two wheels, we’ve put together some stylish outfits that won’t get in your way.

By Megan Burns

blank
FASHION
5 fashion secrets from seriously stylish women

Want to dress to be your best? Follow these tips...

By Marie Kelly