According to WWD, H&M is working on a luxury brand. The new brand would be more expansive than their regular line. Designer Behnaz Aram , who used to design for Swedish women’s ready to wear brand Whyred. He was bought on the design team August of 2011 and worked on the company’s COS, Monki, Weekday and Cheap Monday labels.
H&M is neither confirming it nor denying the luxury line. “We are constantly looking at new ideas; it’s a natural part of our work,” a spokeswoman for the brand, Charlotta Nemlin, told WWD.”However, there is nothing new that we can [talk] about for the moment.”
I love H&M’s COS line, so I can’t wait to see what the luxury line will look like.