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H&M Goes After Kanye West’s YEEZY With The Launch Of Its Fashion Label, /Nyden
By Mikelle Leow, 14 Jun 2018
Images via /Nyden
Kanye West’s business model for YEEZY makes sense in the social media-focused world. Now, it seems H&M has created a version of his recipe in hopes of capturing his market—and understandably, it has already worked to its advantage. Since announcing its new “affordable luxury” label, /Nyden, it has drawn considerable hype from shoppers who appreciate YEEZY’s exclusive nature.
This month, /Nyden launched its first full-fledged collection for men and women. Called ‘/Nyden drop 1’, it features staple pieces that come at a fraction of YEEZY’s prices. An oversized hoodie, for example, costs US$50, whereas a similar piece from West’s brand will set you back US$320.
Both brands sport minimalist, androgynous aesthetics, but visual aspects aren’t the only things that make them similar.
In an interview with Business Insider, Katy Lubin—communications director at fashion store Lyst—described YEEZY as a company that banks on “smart scarcity” to create a “cult brand.”
Quynh Mai, founder of one of YEEZY’s creative collaborators Moving Image & Content, said it cleverly juggles between “exclusivity (art, celebrities)” and “mass (Instagram, movie theaters).”
Thus far, /Nyden has collaborated with three influential characters: singers Dua Lipa and Justine Skye, as well as soccer player Jérôme Boateng. It has also only advertised on its social media channels, and will sell the collection either online or in popup stores.
Per /Nyden’s Instagram bio, it labels itself as “not a traditional brand… [but] a platform with a soul, co-creating with talented tastemakers and empowering their creativity.”
Check out some pieces from ‘/Nyden drop 1’ and view more over at its website.
[via Business Insider, images via /Nyden]
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