Report: H&M is planning to launch luxury brand
After numerous collaborations with designers including Marni, Versace and Lanvin, and its recent entry into the red carpet world, H&M are now rumoured to be planning a luxury brand. According to WWD, Hennes & Mauritz are reportedly looking into creating a high-end brand that will be more expensive than Cos.
"We are constantly looking at new ideas; it's a natural part of our work. However, there is nothing new that we can [talk] about for the moment," said H&M spokeswoman Charlotta Nemlin.
While few details have been released, the new luxury project is said to include designer Behnaz Aram, who joined H&M in August 2011. Aram's background includes designing women's ready-to-wear for Swedish brand Whyred.
Michelle Williams recently wore one of the new red carpet pieces from H&M's Exclusive Glamour Concious Collection (pictured). It comprises of dresses made from organic and recycled materials.