H&M to launch luxury brand

The rumour mill has been churning today, filled with speculation that H&M are to launch their first luxury brand. Reports of a high end col- lection from the high street chain emerged after a fashion website sug- gested that they working on a new project.

According to Women’s Wear Daily (WWD.com), the new project in- volves designer Behnaz Aram who works on the ranges Cos, Monki, Weekday and Cheap Monday for the Swedish high street giant.

H&M are yet to confirm. Spokesperson from the company, Charlotta Nemlin, ambiguously told WWD: “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.”

The move isn’t that suprising, given H&M’s recent exploration of high end fashion. The company have dabbled in luxury, with joint collec- tions between themselves and top names including Jimmy Choo, Stella McCartney, Karl Lagerfeld and Versace. Their latest collaboration with Marni, which went on sale earlier this month, caused mass hysteria on the high street and sold out in just a few hours.

H&M’s sustainable red carpet collection, Exclusive Glamour Conscious Collection, due to land in stores on 12 April, has already received the go ahead from Hollywood’s elite. Actress Michelle Williams donned a monochrome floor-length gown to the BAFTA’s last month, showing her support for the environmentally responsible range. Mama Mia star Amanda Seyfried wore a pretty turquoise tux on the red carpet last Sep- tember. The red carpet inspired range of dresses, which are made from sustainable materials such as organic cotton and hemp start at £59.99.

It’s rumoured that the luxury range will be more expensive than H&M’s high-end COS brand. Perhaps with the new line, more celebrities will be following in the footsteps of Williams and Seyfried and dressing High Street for the high brow Hollywood events.

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