H&M’s Nyden taps Dua Lipa to create four capsule collections

By

Barbara Santamaria

Published
May 24, 2018

H&M Group’s new fashion brand Nyden is making a strong case for celebrity collaborations, having announced three over the last week. The latest collaborator to be announced is English pop star Dua Lipa.

The New Rules singer will co-design four capsule collections with Nyden, and create an accompanying campaign that will consist of a wide range of models and sizes.

She joins footballer Jérôme Boateng, singer/songwriter Justine Skye, tattoo artist Dr. Woo and actress Noomi Rapace as collaborator of the brand, which unveiled its first ever pieces last month.

Nyden was introduced by H&M Group in December last year as a platform for “affordable luxury”, where co-creators are put at the centre of the design process. It targets the millennial generation with a stream of releases designed by hand-picked influencers.

"Dua is one of the most renowned pop artists in the world today. Her strong and fierce attitude, not to mention distinctive style, make her a perfect fit for the Nyden tribe and philosophy," said Stina Force, creative director of Nyden about the latest collaboration. "Dua's inspiring outlook and style is why we have chosen to work with her and co-create multiple collections."

"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," added the singer/songwriter.

The brand said more announcements are expected to come in the upcoming weeks, as it continues to build brand awareness and positioning.