H&M Launches Affordable New Luxury Brand

Following up on the brand's minimalist uniform imprint Arket, H&M's next move is to launch an affordable luxury label. Dubbed Nyden, the brand is H&M's latest move into the luxury sector. What differentiates Nyden from H&M Studio, the fast fashion juggernaut's established luxury brand? Nyden, a portmanteau of the Swedish words "ny" and "den" ("new" and "it"), is unrestrained by the fashion calendar, trends or seasons and will focus on collaboration, working with "tribe leaders" to create its lim...