H&M Group’s new fashion brand Nyden is making a strong case for celebrity collaborations, having announced three over the last week. The latest collaborator to be announced is English pop star Dua Lipa.
The Swedish company has reported 3.4 billion euros worth of apparel stocks, a volume which has risen 7% in the last year. As a number of media outlets highlight the problem, H&M continues to announce markdowns.
H&M will unveil another new brand next year with e-tail and pop-up label Nyden. It will be a launch with a twist as the Millennial-focused brand goes for co-creation, authenticity and speed - but not 'fast fashion'.