The “New It” is Coming, and It’s All About the Future of Fashion

The “New It” is Coming, and It’s All About the Future of Fashion

H&M, the Swedish super store, has just announced in Harper’s Bizarre UK it will be bringing out a range of fashion dedicated to millennials.

The new line of clothing is called Nyden, which is a combination of two Swedish words: “new” and “it.”

The Names Behind Nyden

Led by Oscar Olsson, the creative team will have co-creators who will add their own unique style. The first of these will be actress Noomi Rapace, and tattoo artist Doctor Woo.

To develop this entirely new concept, H&M put together a research team who looked at the future of fashion and how people will shop in the years to come.

Rather than following what other designers and fashion houses are doing, it will set its own benchmark when it comes to fashion.

Set to be released early in 2018, this new line will be based on sociology, market research, and philosophy, and not what other fashion houses are doing.

H&M

Who Are the “New It”?

H&M have developed their own idea of who their customers will be, and they’ve given them a new name too.

The have called these customers “the Netocrat.”

They are best characterized by these qualities according to Olsson, “The Netocrat is more sensitive than ever to credibility, authenticity, and personality. Theyre also more sensitive than ever to exploitation of themselves or other people.”

This might be an important reflection when we think of the devastating affects fast fashion has had on the environment, and the new move to slow fashion.

As well, Nyden will be sold exclusively and via pop-up events. So, does that mean the decline of the super store in the future as well?