A creative evolution has arrived, and leading the charge is H&M’s new youth-oriented label /Nyden. Nope, that’s not a typo - the slash signifies co-creation, an idea that is at the core of the brand. Gone are the days of fashion designers dictating what to wear; Oscar Olsson, the mastermind behind /Nyden, is shifting the power back to the people with his view that fashion should be focused on how trends are born within communities, and should celebrate the diversity within subcultures by reflecting the personalities and creativity of each 'tribe'.
/Nyden will be releasing capsule collections that are co-created with the influencers, or tribe leaders, that have gained a following because of their individuality and unique fashion choices. Olsson has handpicked the ones he believes will design collections that will be most representative of not only their personal style and life experiences, but also create pieces that will resonate with their tribe.
The first collaboration, dropping in autumn, is designed by chart-topper Dua Lipa. Upcoming collaborators include German footballer Jérôme Boateng who is keen to show his tribe that he has another side to him aside from sportswear, and celebrity tattoo artist Doctor Woo, who is sure to give us some edgy pieces.
In case you haven’t already guessed, /Nyden isn’t your typical brand – it won’t follow trends or seasons, and you definitely won’t be seeing their collections at Fashion Week. They’re leaving fast fashion behind and setting their own schedule by releasing a limited amount of pieces according to the relevancy of the moment and needs of the consumers. Following on from H&M’s sustainable manufacturing practices, /Nyden will produce ethical, durable clothing and will be completely transparent with their worker environment. We're glad to see they’re also #GoingGreenWithGrazia!
Collaborations and community-inspired designs may be at the core of /Nyden's philosophy, but it's been assured that /Nyden’s touch will always be apparent in each collection. Though with no collaborations out yet, we’ve yet to see what that is – but to be honest, we can’t wait to find out.