Disney just announced something new coming to D23: The Ultimate Disney Fan Event, and it’s for all you Disney shoppers!

Disney recently dropped a ton of information on the shopping experience at this year’s D23, and in that, Disney shared that a new brand called .YNSD is coming. The brand is designed by Walt Disney Imagineering and is inspired by the “same curiosity, craft, and attention to detail that shape Disney experiences around the World.”

If you think .YNSD looks familiar, it’s because it’s the reversal of Disney without vowels (DSNY), and a reference to Sorcerer Apprentice Mickey’s mentor from Disney’s Fantasia. The brand is pronounced yen-sid, and is designed by Walt Disney Imagineering.

This new brand takes a design-first approach, using materials, textures, silhouettes, and construction details to carry the story. Some references are immediate, and you’ll catch them right away. Others reveal themselves only over time. Seems interesting, right?!

The new brand is dropping two collections. The first is The Debut Collection, and it establishes the brand’s design language through clean silhouettes, modern essentials, and a fresh perspective on Disney-inspired apparel. The main focus is on “craftsmanship, versatility, and understated design.” The pieces feature tonal graphics, embroidered details, custom trims, and more.

The pieces also feature custom patches, specialty finishes, and photochromic inks that reveal graphics when exposed to sunlight, while other references are put into the design quietly rather than placed front and center. All these pieces establish the foundation of .YNSD, creating a collection for its debut.

The second collection is inspired by Haunted Mansion Parlor, drawing from its rich atmosphere and design. The Haunted Mansion Parlor is aboard the Disney Treasure and Disney Destiny. The pieces in the collection feature Victorian textiles, layered patterns, ornate flourishes, and hidden motifs.

If you look close enough, you will find ghostly imagery concealed within floral arrangements, subtle symbols worked into the artwork, and references drawn from the atmosphere of the space itself. The collection is literally designed to keep revealing new details the longer you spend with it.

We’re very excited for the D23 Expo, especially the shopping experiences. We’ll definitely be checking out this new brand and the collections it’s bringing. For more Disney news and updates, make sure to stay tuned to the Disney Food Blog.

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What are your thoughts on the new brand? Let us know in the comments!