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."