In an attempt to continue to appeal to a Millennial consumer, H&M has announced a new clothing line called /Nyden, which will be designed in collaboration with various influencers, from an assortment of disciplines.
The line hopes to disrupt the fashion world by offering something a little more unconventional from what fans of the brand are used to. The line's name, /Nyden, was inspired by the Swedish words meaning 'new' and 'it.' Although details are scarce, H&M did state that he first collaboration will be between Doctor Woo, a tattoo artist and Noomi Rapace, a Swedish actress.
All of the pieces from the collaborations will be available for purchase online, or at temporary pop-up shops.