垂死掙扎的H&M改走網紅路線,你覺得效果如何大綱

At H&M's new youth-oriented /Nyden label , fashion designers are out, and entertainers and sports heroes are in.

在H&M面向新生代的的品牌/Nyden中，時裝設計師已經出局，演藝和體育明星加入了設計行列。

While the concept is nothing new, /Nyden's approach is. Instead of building around one big name, the brand is turning to a series of celebs who have passionate followers—or “tribes.”

雖然這一概念並不新穎，但/Nyden的做法卻是新的。不請巨星做代言，而是瞄準了那些擁有忠實擁躉或“部落”的網紅。

Skye says that her pieces will combine inspirations from Brooklyn, where she grew up, and Los Angeles, where she now lives.

Skye表示，她的作品將結合兩個地方的靈感，一個是布魯克林，她成長的地方，另一個是她目前居住的洛杉磯。

Boateng says that while he's known for a streetwear aesthetic, his collection will reveal other parts of his style.

Boateng表示，雖然他以街頭服飾美學而聞名，但他的系列將展現其風格的其他方面。

The Swedish company has been in a downward slump, with sales plummeting 14% last year, leaving a $4.3 billion pile of unsold clothes.

這家瑞典公司處於下滑狀態，去年銷售額縮水了14％，倉庫裏堆積了價值43億美元的未出售服裝。

To say that the tattooed and bearded Olsson thinks out of the box is an understatement.

如果說文紋身蓄鬍子的奧爾森在打破常規，那這個說法未免太過保守。

He once entertained the notion that the world might just be a hologram—you know, like The Matrix; and finds inspiration not from other fashion houses but, rather, entrepreneurs like Elon Musk and the late Steve Jobs.

他曾經接受過這樣一個觀念，世界可能只是一張全息圖，就像黑客帝國一樣；他不止從其他時裝公司獲取靈感，還從埃隆·馬斯克和已故的史蒂夫·喬布斯等企業家身上尋找靈感。

“We're trying to create a new system and connect with consumers in new ways,” he explains. “We have one take on the future of fashion–on what fashion could be–and we want to go for that. ”

“我們正在努力搭建一套新的系統，以新的方式與消費者建立聯繫，”他解釋道。“我們對時尚的未來或者時尚可能是什麼有自己的看法，並希望爲此而努力。 ”

“To become more relevant to a young audience, we want to try to design fashion together with them,” he says. “The power is shifting from a brand into the people. And people have been structured from the earliest of times in what we call tribes.”

“爲了更貼近年輕人，我們希望與他們一起設計時尚，”他表示。“設計權從品牌落到了大衆手中。人們一開始就以部落的形式聚集起來。”