Dua Lipa joins the /Nyden ‘tribe’

Thursday 24 May 2018

Dua Lipa has been announced as the next collaborator with /Nyden, the latest H&M offshoot brand.

Launched in January 2018, /Nyden is an ‘affordable luxury’ brand, with no collections or seasons. Instead, clothes are simply released as and when they’re ready, or when ‘relevant’ according to the brand themselves. It’s all very millennial.

/Nyden aims to use inspirational figures in youth culture – ‘tribe leaders’ as they call them – to push the brand forward and is even letting them turn their hand to designing themselves. Previous collaborators have included football Jérôme Boateng, and renowned tattoo artist Dr Woo. After the successes of Weekday and COS, it will be interesting to see where /Nyden ends up.

My first love is music, but fashion also plays an important role in my life because I believe it’s so vital to self-expression. I look for clothes that reflect strength and fearlessness, but also match up to today’s fast pace. So I’m excited to be co-creating with /Nyden on my designs – it’s going to be a collection that’s completely suited to me, both onstage and off, and for my fans. First drop this fall. Hold tight xx @wearenyden sign up on for updates

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