H&M Group’s newest brand /Nyden adds another celebrity collaboration to its portfolio.
The newest partner or ‘co-creator’ as the label likes to call them is an English singer and songwriter Dua Lipa, who rose to fame with her girl-power soundtrack ‘New Rules’.
The alliance will result in the production of a total of four collections. No specifics have been revealed in terms of the design direction for these. However, looking at the teaser film, it is easy to note that statement silver zippers, punk closures and beaded detailing will be spotted in the lines.
In terms of colours, we can expect /Nyden’s obsession with pitch blacks will continue but an addition multi-colours will also be seen in the collection.
Lipa adds, “I look for clothes that reflect strength and fearlessness, but also match up to today’s fast pace. So I’m excited to be co-creating a collection that’s completely suited to me, both onstage and off, and for my fans.”
In addition to Lipa lines, /Nyden also has pre-announced collaborations with footballer Jérôme Boateng, singer/songwriter Justine Skye, tattoo artist Dr. Woo and actress Noomi Rapace in the pipeline.
The cryptic brand prides itself on its co-creation model that works with tastemakers to release small assortments as ‘drops’, forgoing the traditional notion of seasons and collections altogether.
Stina Force, Creative Director of the millennial-focused brand said, “Dua’s strong and fierce attitude, not to mention distinctive style, make her a perfect fit for the /Nyden tribe and philosophy.”
Priced in the affordable luxury segment, the brand’s website mentions that its next pre-launch will take place on June 4, 2016.
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