Is H&M’s new influencer-driven line the future of fashion?

At H&M’s new youth-oriented /Nyden label, fashion designers are out, and entertainers and sports heroes are in. While the concept is nothing new (think Venus Williams and Kanye West), /Nyden’s approach is. Instead of building around one big name, the brand is turning to a series of celebs  who have passionate followers—or “tribes.”

The most recent is British-Albanian singing sensation Dua Lipa. If you haven’t heard of her, it’s probably because you’re not part of her tribe. The 22-year-old, who launched her career on YouTube and has 12 million Instagram followers, mostly from the gen Z set, is partnering with /Nyden to create a “capsule collection” expected to resonate with her fans.

Besides Lipa, /Nyden has also locked down German soccer defender Jérôme Boateng and Justine Skye, a Los Angeles-based singer/songwriter. The brand has also hinted that other co-creators might include tattoo artist Doctor Woo, and Swedish actress Noomi Rapace.
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