/Nyden Created Gen Z-Targeted Styles with Dua Lipa & Justine Skye
Laura McQuarrie — June 6, 2018 — Fashion
References: instagram & fastcompany
Following its various prelaunch collections, H&M's /Nyden label introduced a line of influencer fashion with a series of co-creators who are prominent social media stars.
For its newest fashion pieces, /Nyden tapped British-Albanian singer, songwriter and model Dua Lipa—who has 12 million Instagram followers—as well as German soccer defender Jérôme Boateng and Justine Skye, a Los Angeles-based singer and songwriter. The newest capsule collection pieces will be created to resonate with fans, as each influencer boasts a unique style and story to tell through clothing.
When it comes to fashion that targets the Gen Z consumer, social media influencers are being chosen to front products over actors, athletes and big-name celebrities. As well as inviting influencers to become collaborators, rather than just the face of its clothing, /Nyden is notable for doing away with traditional collections and seasons by providing only "relevant drops."
For its newest fashion pieces, /Nyden tapped British-Albanian singer, songwriter and model Dua Lipa—who has 12 million Instagram followers—as well as German soccer defender Jérôme Boateng and Justine Skye, a Los Angeles-based singer and songwriter. The newest capsule collection pieces will be created to resonate with fans, as each influencer boasts a unique style and story to tell through clothing.
When it comes to fashion that targets the Gen Z consumer, social media influencers are being chosen to front products over actors, athletes and big-name celebrities. As well as inviting influencers to become collaborators, rather than just the face of its clothing, /Nyden is notable for doing away with traditional collections and seasons by providing only "relevant drops."
Trend Themes
1. Gen Z-targeted Fashion - Opportunity for fashion brands to tap into the Gen Z market by collaborating with social media influencers.
2. Influencer Co-creators - Fashion labels can disrupt traditional marketing strategies by inviting social media influencers to collaborate on designing and promoting products.
3. Disrupting Traditional Collections - Opportunity for fashion brands to innovate by moving away from traditional seasonal collections and adopting a 'relevant drops' model.
Industry Implications
1. Fashion - Fashion brands can capitalize on the growing influence of social media and Gen Z consumers by incorporating collaborative influencer strategies.
2. Marketing - Opportunity for marketers to leverage social media influencers as co-creators to engage with younger audiences.
3. Retail - Fashion retailers can disrupt traditional business models by adopting a 'relevant drops' approach to cater to the preferences of Gen Z consumers.
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