NA-KD unveils its rebrand with a powerful new campaign, fronted by Nicola Peltz Beckham, that embraces authenticity and empowerment by asking: What makes me NA-KD?
Any meaningful transformation requires a bold attitude, an open mind, and a little bit of reflection. NA-KD, the Swedish fashion brand that has spent the last 10 years successfully establishing itself in the industry, taps into these very qualities with its latest evolution: a bold rebrand, unveiled today, through the campaign What Makes Me NA-KD?
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Answering this question as the face of the campaign is Nicola Peltz Beckham, who joins NA-KD in its commitment to authenticity by tuning into her true self. Through raw, unscripted moments, she brings the rebrand’s vision to life, sharing her personal journey with honesty and vulnerability. "People pre-judge me on who they think I am versus who I am in reality," Nicola shares to camera as part of the campaign,
With warmth and honesty, Nicola embodies NA-KD's celebration of acceptance and individuality. "I feel like, as we grow older we are taught to suppress what we are really thinking," Nicola goes on, "and I think we should be more childlike, and really say what we are thinking."
Nicola Peltz Beckham shares honest insights as the face of NA-KD's new rebrand campaign.
The What Makes Me NA-KD? campaign is not just about a visual refresh; it’s a powerful reflection of the brand’s evolving identity. With a refined aesthetic direction, a simplified serif logo, and an updated website for enhanced experience, NA-KD is marking a pivotal moment in its journey – one that pushes boundaries and embraces self expression. In the words of the brand, “we want to design clothing that allows people to move through life with ease and feeling effortlessly themselves in every moment.”
Community is central to the rebrand, with Nicola leading the conversation and inviting others to share their personal stories. Those stepping up as part of this movement are key names from the Scandinavian style set – including Marta Cygan, Fabiana Cristina, Lovisa Worge, Maja Weyhe and Tsutsumi Hoang, amongst others.
"What makes me NA-KD? I feel truly myself when I am with my loved ones around a table sharing food and laughing, those moments are authentic and cherished," responds Marta. For Tustsumi, feeling truly like herself starts with her wardrobe. 'Maybe it’s the weight of an oversized coat on my shoulders, the way black never asks for attention but always gets it, or the in-between season that never fully decides, just like me," she muses.
Sara Biderman .
Tsutsumi Hoang.
Fabiana Cristina.
Building on the momentum of its rebrand, NA-KD continues to resonate deeply with today’s consumers by crafting a brand that feels relevant, fresh, and inclusive. With its people-first fashion mindset and a focus on accessible, stylish attire, NA-KD is cementing its place as a forward-thinking leader in the global fashion industry.
To deepen its connection with the community and bring its rebrand to life in tangible ways, NA-KD is launching a 2025 Pop-Up Tour, kicking off in Stockholm in May before stopping in Berlin, Copenhagen, and Paris later in summer. Each event will serve as a dynamic space for customers to engage with the brand, fostering authentic, unfiltered moments.
This next chapter sees NA-KD fully embracing its evolving identity while inviting its community to do the same. With What Makes Me NA-KD?, the brand isn’t just redefining its aesthetic – it’s creating a space where individuality is not only accepted but celebrated.