We're Probably Going To See Rihanna In This Collection
Refinery29 -

Earlier this year, H&M launched Nyden, a new brand focused on targeting millennials by tapping “co-creators” (or cool people, like Dua Lipa, Justine Skye, and most recently, Dr. Woo) to produce a collection based on what they wished existed in the world. The idea behind Nyden — whose name is the combination of Swedish words “ny” and “den,” meaning “new” and “it,” respectively — is that its customer is, according to The Cut, “more sensitive than ever to credibility, authenticity, and...

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