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H&M is adding another brand to its design stable in the form of Nyden, aimed at millennials.

Just months after the company launched Arket, which focuses on quality staple pieces, H&M has announced that it will unveil Nyden in early 2018. The name combines two Swedish words, meaning ‘new’ and ‘it’.

Nyden will be led by Oscar Olsson, who has worked at H&M since 2013, first in its expansion team and then as head of the company’s Innovation Lab where his team used sociology, market research and philosophy to look at the future of fashion and how people will shop in years to come. Nyden was a product of their findings.

Unlike a lot of other brands aimed at millennials, Nyden will not follow trends, nor will it follow the traditional fashion calendar. Drops for its ‘affordable luxury’ will be limited and price points will vary depending on the product.

Although Olsson will head up the label, Nyden will operate via “tribe leaders”, who will “co-create” the clothes that they want to see in the world. The first of these will be actress Noomi Rapace and tattoo artist Doctor Woo.

The brand hopes to appeal to a customer they call “the Netocrat”.

“The Netocrat is more sensitive than ever to credibility, authenticity, and personality,” Olsson told The New York Magazine. “They’re also more sensitive than ever to exploitation of themselves or other people.”

Nyden will be sold exclusively and via pop-up events. Watch this space.

This article originally appeared on Harper’s BAZAAR UK

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