H&M has a new brand just for Millennials.

H&M has a new brand just for Millennials. /Nyden (backslash intentional) will focus on giving “affordable luxury” to young consumers who are re-defining the term, ditching the ultra-fast fashion approach of its parent brand by “not follow[ing] ‘trends, seasons, or the Fashion week calendar.’” They’ll be co-creating clothing with so-called “tribe leaders” (aka style influencers like a tattoo artist) at the helm. /Nyden is set to launch early in 2018, and will be available for purchase online or through “mixed reality pop-up events.” (NYLON)