At H&M's new youth-oriented /Nyden label , fashion designers are out, and entertainers and sports heroes are in.
While the concept is nothing new, /Nyden's approach is. Instead of building around one big name, the brand is turning to a series of celebs who have passionate followers—or “tribes.”
Skye says that her pieces will combine inspirations from Brooklyn, where she grew up, and Los Angeles, where she now lives.
Boateng says that while he's known for a streetwear aesthetic, his collection will reveal other parts of his style.
The Swedish company has been in a downward slump, with sales plummeting 14% last year, leaving a $4.3 billion pile of unsold clothes.
To say that the tattooed and bearded Olsson thinks out of the box is an understatement.
He once entertained the notion that the world might just be a hologram—you know, like The Matrix; and finds inspiration not from other fashion houses but, rather, entrepreneurs like Elon Musk and the late Steve Jobs.
“We're trying to create a new system and connect with consumers in new ways,” he explains. “We have one take on the future of fashion–on what fashion could be–and we want to go for that. ”
“To become more relevant to a young audience, we want to try to design fashion together with them,” he says. “The power is shifting from a brand into the people. And people have been structured from the earliest of times in what we call tribes.”