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.

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Erin got her start as a Who What Wear intern in 2011—back when the site only published a single story per day. (We have since increased that number twentyfold.) She graduated magna cum laude from USC and lives in Los Angeles. 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 2015, where she is now the Associate Director of Fashion News. From the Oscars to the Met Gala, she leads the site's entire red carpet coverage strategy. She specializes in celebrity and fashion news but also enjoys writing travel features and runway reports. She frequently contributes to WWW's social accounts and has a sizable following on her personal TikTok.