In the age of high-street-meets-high-end, we’re growing increasingly comfortable with the idea of mixing classics from our favourite fast-fashion retailers along Orchard road and accessorising them with our investment splurges from pieces off Gucci x DSM’s exclusive collection or Chanel’s Greek jewellery. It’s financially friendly and, frankly, forces us to be more creative with the way we dress.
This is the also reason why H&M’s collaboration with artists succeed. This year saw their team-ups with Justin Bieber and Erdem on separate occasions, and on both their clothes exemplified the best of both worlds: designs that signify an aspirational image, and price tags we don’t have to skip lunches over.
Diversifying beyond the sometimes disparaged idea of fast fashion, H&M has other cool brands like COS and ARKET under its belt; and its latest venture has many of us millennials leaping with joy, again.
https://www.instagram.com/p/Bcug6GLl7Tj/?taken-by=wearenyden
/NYDEN, as it’s stylised, is a Swedish portmanteau for “now” and “it.” If it’s rather on-the-nose at least it’s in Swedish so most of us will think that’s cool, but what the label is setting out to do it just that: create clothes that you won’t need second thoughts over. A quick look at its social media platforms might give us a hint of the aesthetic they’re going for, inoffensive timelessness. Upon signing your email into its official website the slogan “Welcome to the tribe” will appear, and by tribe we’re guessing we it means the /NYDEN mailing list.
We kid. H&M’s long-serving Oscar Olsson who will helm /NYDEN as creative director, explained to The Cut that in the future “fashion will be broken up into tribes, each with their own creative, influential, style-defining tribe leaders.” If Olsson means the reinvention of subcultures, we’re totally up for it.
Netocrats (or millennials) will be the first to attest to how sick they are from the inundation of advertising force-fed to them every day. /NYDEN directly opposes such inauthenticity, set to invite designers and “muses” onboard each season to create personal collections that will be released as capsules and at varying price points. We don’t have any idea when the label is launching, but we’ve already joined the tribe through their official website.
Header image: Fashion Brands to Malta
Other image: The Cut
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