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.
-
Romantic Lace! '80s Leather! H&M Studio's Holiday Drop Has 2025's Most Anticipated TrendsSee Amelia Gray's handpicked edit.
-
The Cyber Monday Sales Are Here—This Is Everything I'm Loving From Madewell, Revolve, and H&MDon't sleep on these discounts.
-
I Just Found the Perfect $20 Alt for Kaia Gerber's Chic French-Girl FlatsHurry—they're selling quickly.
-
The Words "Sold" and "Out" Are Coming for These 36 Zara, H&M, and J.Crew ItemsDon't hesitate.
-
30 Incredibly Chic Finds I Regret Not Buying This Week From Nordstrom, H&M, and ZaraSo many gems. So little time.
-
The $55 H&M Bag I'm Buying Instead of The Row's MargauxAt least while I save up.
-
I'm Telling All My Friends to Try These 5 Winter Staples, and They're at H&M, Nordstrom, and COSDreamy pieces ahead.
-
I Find the Best Shoes at Nordstrom, H&M, and Zara—28 Fall-Ready Styles I Love Right NowThank me later.
