H&M Is Launching a New ‘Affordable Luxury’ Brand And We Can’t Wait To Shop It

H&M, our favorite source of everything from cheap wardrobe staples to impossible-to-obtain designer collabs, is launching a new brand specifically targeted at millennials. It's called Nyden (in Swedish, “ny” means “new” and “den” means “it”), and it's all about making bespoke luxury accessible and affordable. The Swedish clothing company currently owns popular brands like COS, & Other Stories, Cheap Monday, and more, but the approach to Nyden will be decidedly different.

Headed by creative director Oscar Olsson, who has worked with H&M since 2013, it will build on the success the company has had with collaborations, tapping so-called “tribe leaders” to help create collections. According to The Cut, who recently ran a profile on Olsson, two confirmed collaborators are Instagram-famous tattoo artist Dr. Woo and Swedish actress Noomi Rapace.

Olsson says Nyden's target audience is “more sensitive than ever to credibility, authenticity, and personality. They’re also more sensitive than ever to exploitation of themselves or other people.”

He's also adamant that Nyden will in no way follow the fast-fashion mold its parent company has pioneered, nor will it necessarily conform to the international Fashion Week calendar or even traditional seasons. Instead, “drops” will be limited and price points will fluctuate, which, it's worth noting, is not unlike H&M designer collabs like the recent Erdem x H&M, which quickly sold out in stores.

Nyden's launch date has yet to be revealed, though you can sign up on the Nyden website to receive more information in the future. Because the brand is smaller (and obviously seeking to provide a more boutique experience), you won't suddenly see Nyden stores on every street corner the way you probably do with H&M. Instead, they plan to rely on curated pop-up events and e-commerce to lure customers into the fold. Count us in.