Excellent.
H&M has announced that it will be launching a brand new label in the new year called Nyden.
The store has created the brand, which is aimed at millennials, however, it’s not going to be like other labels.
Apparently, it won’t keep up with the fashion calendar and will drop ‘affordable luxury’ with price points varying depending on the product.
Which is all good news for us, right?
According to The New York Magazine, the brand hopes to appeal to a customer they call “the Netocrat”.
“The Netocrat is more sensitive than ever to credibility, authenticity, and personality,” the brands manager said.
“They’re also more sensitive than ever to exploitation of themselves or other people.”
Nyden will be available in 2018 so watch this space.
