H&M’s group emerging brand Nyden is teaming up with a musical artist and performer Justine Skye for the upcoming capsule collection, which is scheduled to launch this Autumn.
Nyden is slowly building its following and interest without any products available for purchase yet. This is the new digital age of consumerism - selling the idea of lifestyle first, asking for cash later. “Nyden is not a traditional fashion brand” says on the eponymous website of the label. The brand is not intending on launching any collections or following seasons, but instead collaborating with the hype leaders of tomorrow and sharing their ‘stories’ via fashion. One get an exclusive pre-access to the latest fashion drops by ‘joining the tribe’ (in human words - signing up to the newsletter), which also provides with a 10% discount for the first buy.
Justine Skye is among other creatives (footballer Jerome Boateng and tattoo artist Doctor Woo just to mention a few) whom is collaborating with Nyden for a capsule collection. Skye’s latest album Ultraviolet is a hub of R’n’B singles and dancehall rhythms, boasting a fan base over 1m followers (on Instagram) and growing, that surely will be delighted to obtain the artist’s flare and style.
According to Justine Skye herself: "As an artist, I understand the importance of self-expression. What we wear says a lot about who we are and I'm very excited to team up with Nyden to design clothing that help people communicate their strength and independence to the world”.
by Masha Mitrofanova