H&M will unveil yet another new brand (the eighth) early this year when it launches e-tail and pop-up label /Nyden (made up from Swedish words 'ny' ('new') and 'den' ('it')). The new Millennial-focused brand, led by H&M insider Oscar Olsson, mixes co-creation, limited edition drops, higher prices than we expect from the Swedish retail giant, and influencer input guided by data. It will be designed from its Los Angeles studio. The launch reflects creative director Olsson's belief that fashion's future lies with targeting 'tribes' who make their own minds up about what to wear rather than big name designers dictating which looks consumers wear. That is why Nyden will not be led by a single designer, but follow a path of co-creation with "tribal leaders" (or "influencers"). Two of the first confirmed "co-creators" are Swedish actress Noomi Rapace and L.A.-based celebrity tattoo artist Dr. Woo. Moreover, the brand wants to draw insights from data, and has also appointed an in-house philosopher, author Alexander Bard. The launch date has not been released yet.