By  on July 16, 2018

Digital-native brand Nyden has no less lofty a goal than reinventing the way fashion is created.

Rejecting the New York-Paris-Milan-London axis, which it claims sees designers falling in line behind the prevailing trends of a particular season, Nyden is evolving toward a dual strategy: a collection that features high-profile cocreators such as pop star Dua Lipa, who has more than 14 million followers, and Justine Skye, a singer and songwriter with more than 1.3 million followers, chosen because they symbolize the brand, and a new direction that taps the followers of Instagram stars. 

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