The former so-delineated boundaries between high street, street wear, and luxury, have drastically changed in recent years. The Louis Vuitton x Supreme collaboration was just the pinnacle of a shifting consumer landscape of fashion, where brands have to be extremely adaptable to ensure ongoing viability – be it through notable collabs or sub-lines, or completely new brand initiates. The latter has been the strategy of Swedish retail giant H&M Group, who since their founding as a department store in Västerås in 1947, have grown to oversee a portfolio of high street names like COS, Monki, Cheap Monday, and Weekday. Most recently, they launched the more up-scale women’s universe & Other Stories – only to brand out once more with the homewear concept Arket, “a modern-day market that offers essential products for men, women, children and the home.” But now, H&M (who is in fierce competition with their Spanish counterpart Zara as the biggest retail brand in the world) are once more shifting their game, with the announcement of an “affordable luxury label” launching early 2018. Coined Nydet, a combination of the Swedish words Ny (new) and Det (it), presents itself as unrestrained by the fashion calendar, focusing instead on periodical collaborations with designers catering for the millennial consumer group. “Targeting the younger, brand experience-favoring crowd, Nyden aims to blend pop-up events with e-commerce for a seamless transition between the satisfaction of brick & mortar and the ease of shopping online,” reported Hypebeast in a recent article. While not much is disclosed about the project, you can already sign up for updates on their website.