Forget Dua Lipa’s new rules – she’s got a whole new wardrobe for us.
I’ve lost count of the amount of Dua Lipa’s outfits that I’ve saved as outfit inspiration on Instagram. I have an entire Pinterest board dedicated to her looks and have spent many a late night scrolling through every online retailer in a desperate attempt to steal her style. Don’t get me started on the mess I’ve created in local charity and vintage shops while trying to perfect her edgy IDGAF style – apt given the title of her chart topping hit. I’ve even delved deep into the depths of her stylist, Lorenzo Posocco’s Instagram account in an attempt to replicate his sartorial strategy. I won’t stop until I nail her look.
She oozes effortless cool girl. She emulates every ounce of confidence I’ve ever longed to possess. And now, my prayer’s have been answered as Dua Lipa announced via her Instagram account that she’s teaming up with H&M owned brand /Nyden for not one but four capsule collections.
Those of you that haven’t heard of /Nyden, it’s an affordable, luxury brand aimed at millennials launched by H&M last December. The name is taken from two Swedish words – ny meaning new and den meaning it and the logo – a bold slash – is a reflection of their approach of co-creation. The idea behind the brand’s co-creation element is that they will recruit personalities or “tribe leaders”, those like Dua Lipa to design capsule collections.
Other personalities that have been signed on to co-create with the brand include Doctor Woo, the tattoo artist behind inkings owned by Brooklyn Beckham and Cara Delevigne, footballer Jérôme Boateng and singer/songwriter Justine Skye.
Their mission statement declares that there will be “no collections, no seasons – just a stream of relevant drops and events. We [will] put tribe leaders at the centre of the design process, sharing their stories and helping their creativity make an impact.” That’s one way to appeal to commitment-phobe millennials.
She’s one of the most streamed artists in the UK and a rapidly rising star on the global stage. She sings about girl power, strong self-belief and female strength. Already she has two top ten singles, two UK number ones and two Brit awards under her belt and now four co-created collections with /Nyden – all within a year of the release of her first album. She’s clearly doing something right so maybe Dua’s rules are worth following afterall…
The collection is due to drop in November and something tells me you won’t want to miss out on. Register for pre-access here.