/Nyden ropes in pop star Dua Lipa as designer

"Dua is one of the most renowned pop artists in the world today. Her strong and fierce attitude, not to mention distinctive style, make her a perfect fit for the /Nyden tribe and philosophy," said /Nyden's creative director Stina Force in a press statement released yesterday. "Dua's inspiring outlook and style is why we have chosen to work with her and co-create multiple collections."

/Nyden puts its co-creators at the centre of the design process, shares their stories and supports them so that their creations can have the desired effect. Dua Lipa's first collection and campaign will consist of a wide range of models and sizes.

"My first love is music, but fashion also plays an important role in my life because I believe it's so vital to self-expression. I look for clothes that reflect strength and fearlessness, but also match up to today's fast pace. So I'm excited to be co-creating with /Nyden on my designs – it's going to be a collection that's completely suited to me, both onstage and off, and for my fans," commented Dua Lipa.

According to /Nyden, the label is "not a traditional fashion brand" but "a platform with a soul, co-creating with talented tastemakers who also value integrity". Thus, there are no collections and saisons, just a stream of launches and events.