Is H&M Starting A Luxury Fashion Brand?

If H&M‘s recent collaborations with Lanvin, Versace, and Marni were any indication, it looks like the high street retailer might venture into the luxury market.

While H&M is synonymous with fast fashion and budget-friendly prices, the retailer also owns COS, a slightly higher end label. Short for “Collection of Style”, the label is only found in Europe. The store launched in 2007 and sells things like $120 blazers.

Now Swedish newspaper Dagens Industri is speculating that H&M is looking to create a new luxury brand with designer Behnaz Aram, who joined H&M’s design team in August.

However a spokeswoman for the brand played coy: “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.”


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