These are the first images of H&M's newest brand

It is my honor to provide you with the latest fashion news before you plop down in a sunny corner. The newest boutique Arket has been open for less than a month and the Swedish fashion chain H&M is launching the first collection of its latest offspring, ‚/Nyden. The Swedish Oscar Olsson (35) is the brain behind the new online fashion brand that specifically targets millennials, the generation born between 1980 and 2000.

Olsson is convinced that the current fashion image will fade in the coming years and that our generation will look up to one fashionable leader in the future. Olsson is taking a completely new path and is working with various (online) influencers. Tattoo artist Doctor Woo, who has 1.3 million followers on Instagram, kicks off the collection and we will also see Swedish actress Noomi Rapace, who is the main character in the Millennium trilogy, in the collection.

The first eight T-shirts are now available for purchase in the webshop, but will also be available in special pop-up stores in the future. What does that cost? The price tag is slightly higher than what we are used to from H&M; for the first examples of the brand, you pay around sixty euros.

Image: /Nyden