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H&M Is Launching A New Affordable Luxury Brand, Nyden
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3 Jan 2018 04:57 PM EST

The H&M Group has announced that it will unveil a new brand early this year called Nyden targeted specifically to the millennial population. So far there are two designers on board, tattoo artist Doctor Woo and Noomi Rapace who starred in the original Swedish trilogy, The Girl With The Dragon Tattoo. According to H&M, Nyden's launch is a "smaller start-up" so there won't suddenly be Nyden stores everywhere. Though the exact launch date hasn't been revealed, clothes will be available through e-commerce, and immersive pop-up events. You can also sign up on the Nyden website for more information.

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