# Influencer-Driven Fashion Lines H&M's /Nyden Line Taps Popular Media Influencers By Ell Smith | Published 2018-01-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nyden References: [psfk](https://www.psfk.com/2018/01/hm-launching-new-influencer-driven-brand.html) & [nyden](https://nyden.com) In an attempt to continue to appeal to a Millennial consumer, [H&M](https://www.trendhunter.com/trends/inventive-retail-strategies) has announced a new clothing line called /Nyden, which will be designed in [collaboration with various influencers](https://www.trendhunter.com/trends/gen-kids-clothing-brand), 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](https://www.trendhunter.com/trends/hm-nolita-pop-up). ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 69% | Activity: 63% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Influencer-curated Fashion:** Fashion brands are collaborating with social media influencers to create limited edition clothing lines that appeal to younger consumers. - **Unconventional Fashion Offerings:** Fashion brands are diversifying their product lines and experimenting with new styles to distinguish themselves in a crowded market. - **Pop-up Shop Retail Strategy:** Brands are using temporary pop-up shops to create unique consumer experiences, generate buzz, and test the viability of new product lines. ### Where This Applies - **Fashion Retail:** Fashion retailers can leverage collaborations with influencers to attract younger consumers and differentiate themselves by offering unique, unconventional styles. - **Social Media Marketing:** Social media agencies can work with fashion brands to identify relevant influencers and creatively promote their collaborative collections to a wider audience. - **Retail Real Estate:** Retail real estate developers can partner with retailers to create innovative pop-up shops that offer consumers a unique experience, while testing new products and generating buzz for the brand. ## Related on Trend Hunter - [Lifestyle Influencer-Backed Lines](https://www.trendhunter.com/trends/nara-smith-2.md) - [Inventive Retail Strategies](https://www.trendhunter.com/trends/inventive-retail-strategies.md) - [Bespoke On-Demand Fashion Platforms](https://www.trendhunter.com/trends/creator-studio.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Feminine Spring Apparel Collabs](https://www.trendhunter.com/trends/femininity-in-bloom.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Glam Indian Apparel](https://www.trendhunter.com/trends/anamika-khanna-x-hm.md) - [Influencer-Starring Fashion Campaigns](https://www.trendhunter.com/trends/prettylittlething-2.md)