Footballer Jérôme Boateng to design capsule collection with H&M's Nyden

Nyden, H&M Group’s new brand, has joined forces with German International footballer Jérôme Boateng to design a collection that reflects his unique style. The range will launch in spring 2019.


/Nyden

"I have always liked wearing clothes that help me stand out quietly, not loudly," said Jérôme Boateng, defender for Bayern Munich and Germany's national football team, and represented by Roc Nation. "Nyden understands my sense of style and shares my vision. Together, we will create a line that enables anyone to look sharp at all times – travelling on a plane or a bus to a match, a day out with family or a late dinner in the bright lights of the city. It'll be a mix of classic, casual and striking to help people express themselves without being too loud."

"Jérôme is a leader on and off the football field," said Stina Force, Creative Director of Nyden. "He knows it isn't just the clothes that make the man – it's how he wears them. This makes him the perfect tribe leader to act as an ambassador for our brand. We are eager to work with him to help people from all backgrounds emulate his style and confidence."

Nyden will channel Jérôme's "integrity and humble arrogance" into the designs of the new collection. The brand is also working on collaborations with tattoo artist Doctor Woo and actress Noomi Rapace, and plans to make more announcements in the coming weeks.

Translated by Barbara Santamaria

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