This H&M Collection Has Rihanna's Name Written All Over It



Last 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 personality. They’re also more sensitive than ever to exploitation of themselves or other people.”Well, we have a feeling Nyden’s latest drop (which has since been absorbed into H&M), currently available online at H&M, will resonate with shoppers. The new-ish label is teaming up with Farren Jean Andrea — a.k.a. Fucci — the man responsible for changing the way we think about grocery shopping and Bella Hadid, Refinery29 has learned exclusively. It was Fucci’s work as a stylist w

https://www.refinery29.com/en-us/2018/07/203969/hm-nyden-brand-farren-fucci-collaboration?utm_source=feed&utm_medium=rss

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