# Collaborative Influencer Fashion /Nyden Created Gen Z-Targeted Styles with Dua Lipa & Justine Skye By Laura McQuarrie | Published 2018-06-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/influencer-fashion References: [fastcompany](https://www.fastcompany.com/40564929/is-hms-new-influencer-driven-clothing-line-the-future-of-fashion?utm_source=postup&utm_medium=email&utm_campaign=Fast%20Company%20Daily&position=3&partner=newsletter&campaign_date=06062018) & [instagram](https://www.instagram.com/wearenyden/?hl=en) Following its various prelaunch collections, [H&M's](https://www.trendhunter.com/trends/heron-preston-1) /Nyden label introduced a line of [influencer fashion](https://www.trendhunter.com/trends/bobbi-althoff) 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](https://www.trendhunter.com/trends/lennnie-x-dove) 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." ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 19% | Activity: 59% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### What Makes This Trend Stand Out - **Gen Z-targeted Fashion:** Opportunity for fashion brands to tap into the Gen Z market by collaborating with social media influencers. - **Influencer Co-creators:** Fashion labels can disrupt traditional marketing strategies by inviting social media influencers to collaborate on designing and promoting products. - **Disrupting Traditional Collections:** Opportunity for fashion brands to innovate by moving away from traditional seasonal collections and adopting a 'relevant drops' model. ### Sectors Adopting This - **Fashion:** Fashion brands can capitalize on the growing influence of social media and Gen Z consumers by incorporating collaborative influencer strategies. - **Marketing:** Opportunity for marketers to leverage social media influencers as co-creators to engage with younger audiences. - **Retail:** Fashion retailers can disrupt traditional business models by adopting a 'relevant drops' approach to cater to the preferences of Gen Z consumers. ## Related on Trend Hunter - [Lifestyle Influencer-Backed Lines](https://www.trendhunter.com/trends/nara-smith-2.md) - [Influencer-Starring Fashion Campaigns](https://www.trendhunter.com/trends/prettylittlething-2.md) - [Fall Influencer-Backed Capsules](https://www.trendhunter.com/trends/caitlin-covington.md) - [Youth-Focused Social Campaigns](https://www.trendhunter.com/trends/claires-2.md) - [Influencer-Led Kids Clothing Collections](https://www.trendhunter.com/trends/gen-kids-clothing-brand.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Celebrity-Led Skincare](https://www.trendhunter.com/trends/dua-skincare.md) - [Model-Collaborative Luxe Fashion](https://www.trendhunter.com/trends/cara-loves-karl.md) - [Music-Informed Fashion Collections](https://www.trendhunter.com/trends/roc-nation-and-moncler.md)