{"id":23598,"date":"2017-12-22T13:18:04","date_gmt":"2017-12-22T13:18:04","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/hm-launches-new-brand-nyden\/"},"modified":"2017-12-22T13:18:04","modified_gmt":"2017-12-22T13:18:04","slug":"hm-launches-new-brand-nyden","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/hm-launches-new-brand-nyden\/","title":{"rendered":"H&amp;M lanceert nieuw merk: Nyden"},"content":{"rendered":"<p>Modegroep <strong>H&amp;M<\/strong> brengt volgend jaar nog maar eens een nieuw merk uit: <strong>Nyden<\/strong>.\u00a0Dat zal worden ontworpen in Los Angeles,\u00a0met de hulp van &#8216;influencers&#8217;. Het wordt een merk dat zich wil onderscheiden door co-creatie, beperkte oplages en iets hogere prijzen.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Mode voor de verschillende millennial-stammen<\/h2>\n<p>Aan het hoofd komt Oscar Olsson te staan, momenteel hoofd van het innovatielab van de H&amp;M-groep. De ontwerpen worden getekend in Los Angeles, maar zullen vooral sterk worden ge\u00efnspireerd door influencers en data.\u00a0Als doelgroep ziet Olsson de \u2018netocraat\u2019: millennials die meer dan ooit gevoelig zijn voor geloofwaardigheid, authenticiteit en persoonlijkheid. Ze zijn ook\u00a0gevoelig voor uitbuiting, van zichzelf of van anderen.\u00a0<\/p>\n<p>\nDe lancering van <a href=\"http:\/\/uk.fashionnetwork.com\/news\/Nyden-is-H-M-s-new-brand-Oscar-Olsson-is-creative-director,904915.html#.WjzmjVXiaUl\" target=\"_blank\" rel=\"noopener\">alweer een nieuwe dochterformule van H&amp;M<\/a> past in de nieuwe filosofie van de Zweedse groep, die luidt dat de toekomst van mode bestaat uit het aanspreken van verschillende \u2018stammen\u2019 van consumenten. Elke stam\u00a0beslist zelf wat ze wil dragen en laat zich dat niet door grote namen vertellen.\u00a0Daarom zal Nyden ook niet door \u00e9\u00e9n ontwerper worden aangestuurd, maar in co-creatie met \u2018stammenleiders\u2019 \u2013 met andere woorden &#8216;influencers&#8217; \u2013 worden ontwikkeld. Het merk wil ook inzichten uit data putten. Nyden heeft ook al een \u2018huisfilosoof\u2019 aangesteld, met name schrijver Alexander Bard.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Top-down omkeren<\/h2>\n<p>Het is, volgens bezieler\u00a0Olsson, de bedoeling om met dit merk het klassieke top-downmodel in de modesector om te keren. \u201cIn de samenleving van de toekomst moet je als merk of als eender welke aanbieder omarmen dat de macht niet in jouw handen ligt\u201d, vertelt hij aan vakblad The Cut. \u201cDe macht is verschoven naar wat we stammen noemen.\u201d\u00a0\u2018Stamhoofden\u2019 die het al wist aan te trekken, zijn Instagram-ster Doctor Woo en de Zweedse actrice Noomi Rapace.<\/p>\n<p>\u00a0<\/p>\n<p>De influencers zullen worden uitgenodigd op het designcenter van het merk in Los Angeles, waar ze toegang krijgen tot vooraf geselecteerde stoffen en materialen. Zo kunnen de collecties binnen de vier weken beschikbaar zijn, online of op\u00a0virtuele en fysieke pop-upevents. Olsson benadrukt dat Nyden geen klassieke fast-fashion wordt, maar zal bestaan uit gelimiteerde (capsule-)collecties met een hogere prijspositionering.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Modegroep H&amp;M brengt volgend jaar nog maar eens een nieuw merk uit: Nyden.\u00a0Dat zal worden ontworpen in Los Angeles,\u00a0met de hulp van &#8216;influencers&#8217;. Het wordt een merk dat zich wil onderscheiden door co-creatie, beperkte oplages en iets hogere prijzen. \u00a0 Mode voor de verschillende millennial-stammen Aan het hoofd komt Oscar Olsson te staan, momenteel hoofd [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23596,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-23598","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>H&amp;M lanceert nieuw merk: Nyden - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Modegroep H&amp;M brengt volgend jaar nog maar eens een nieuw merk uit: Nyden wordt ontworpen in L.A. met de hulp van influencers. 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