H&M Is Launching a New Brand Called Nyden

last updated 13 August 2019

If your inbox is flooded with H&M order confirmations, you're definitely not alone. We love spotlighting our favorite thrifty finds from the retailer on a regular basis, but we'll soon have another place to cull from. H&M is launching a new brand called Nyden that's aimed at millennial shoppers—and there's plenty to get excited about.

As The Cut reports, the new brand will be helmed by Oscar Olsson, a Swedish designer who's worked for H&M since 2013. Nyden will bring on collaborators from various fields to design clothes—confirmed names include tattoo artist Doctor Woo and Swedish actress Noomi Rapace.

Although it comes from H&M's parent company, don't compare Nyden to its more famous counterpart. "Olsson is adamant that Nyden is in no way 'fast fashion,'" The Cut explains. "The brand will not follow trends, seasons, or the Fashion Week calendar… Nyden’s drops will be limited; its 'affordable luxury' price points will fluctuate depending on the products." Stay tuned: A launch date hasn't been revealed, but The Cut indicates that it will come in "early 2018."

Next up, shop the $25 H&M sandals we'll be wearing constantly in five months.

Explore More:

Erin got her start as a Who What Wear intern over 14 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Kate and Meghan stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible.