H&M To Launch A New Brand

What happens when the millennial generation start taking over the fashion scene?! You get a new lable from H&M! That’s right ladies and gentlemen, the Swedish-based clothing company has now added a line that will cater to the millennial market! They’re calling the new brand Nyden and the design team will be led by Oscar Olsson. H&M’s description of the line are for youth who “[are] more sensitive than ever to credibility, authenticity, and personality.”


As of yet, there is no date on when to expect the new brand – but on their Instagram they have a video montage of models. Check it out below!


A post shared by /Nyden (@wearenyden) on

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