垂死挣扎的H&M改走网红路线,你觉得效果如何大纲

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，时装设计师已经出局，演艺和体育明星加入了设计行列。

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.”

虽然这一概念并不新颖，但/Nyden的做法却是新的。不请巨星做代言，而是瞄准了那些拥有忠实拥趸或“部落”的网红。

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

Skye表示，她的作品将结合两个地方的灵感，一个是布鲁克林，她成长的地方，另一个是她目前居住的洛杉矶。

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

Boateng表示，虽然他以街头服饰美学而闻名，但他的系列将展现其风格的其他方面。

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

这家瑞典公司处于下滑状态，去年销售额缩水了14％，仓库里堆积了价值43亿美元的未出售服装。

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

如果说文纹身蓄胡子的奥尔森在打破常规，那这个说法未免太过保守。

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.

他曾经接受过这样一个观念，世界可能只是一张全息图，就像黑客帝国一样；他不止从其他时装公司获取灵感，还从埃隆·马斯克和已故的史蒂夫·乔布斯等企业家身上寻找灵感。

“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. ”

“我们正在努力搭建一套新的系统，以新的方式与消费者建立联系，”他解释道。“我们对时尚的未来或者时尚可能是什么有自己的看法，并希望为此而努力。 ”

“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.”

“为了更贴近年轻人，我们希望与他们一起设计时尚，”他表示。“设计权从品牌落到了大众手中。人们一开始就以部落的形式聚集起来。”