The new brand would be more expensive than the company's covetable COS line, and is said to involve designer Behnaz Aram, who used to design for Swedish women's ready-to-wear brand Whyred. Aram was brought onto H&M's new business design team in August 2011, where he's worked on the company's COS, Monki, Weekday and Cheap Monday labels.
When asked to confirm, the mega retailer was coy, neither confirming nor denying the reports. "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." Hmm...
We've always loved H&M's high/low approach to retail--particularly with their collaborations with some of the industry's most sought-after (and expensive) designers--so we'd be curious to see what the company would turn out if it focused on a purely luxury, pricier market. But really what we'd like is to see COS, H&M's slightly pricier and more design-focused store, to hit the US.
Would you buy luxury clothing from H&M?