Following its various prelaunch collections, H&M's /Nyden label introduced a line of influencer fashion with a series of co-creators who are prominent social media stars.
For its newest fashion pieces, /Nyden tapped British-Albanian singer, songwriter and model Dua Lipa—who has 12 million Instagram followers—as well as German soccer defender Jérôme Boateng and Justine Skye, a Los Angeles-based singer and songwriter. The newest capsule collection pieces will be created to resonate with fans, as each influencer boasts a unique style and story to tell through clothing.
When it comes to fashion that targets the Gen Z consumer, social media influencers are being chosen to front products over actors, athletes and big-name celebrities. As well as inviting influencers to become collaborators, rather than just the face of its clothing, /Nyden is notable for doing away with traditional collections and seasons by providing only "relevant drops."