Are H&M going to launch a luxury brand?

Swedish high street giants Hennes and Mauritz, who own H&M, COS, Monki and Cheap Monday, are rumoured to be branching into a luxury line.

The brand has had a string of hugely successful designer collaborations in their H&M stores with top names Stella McCartney, Jimmy Choo, Versace, Lanvin, Roberto Cavalli and Karl Lagerfeld, as well as, most recently Marni, designing exclusive collections, but will they themselves be able to pull the high street hysteria these collaboration has with their own luxury brand?

H&M have neither confirmed nor denied a report in the Swedish financial daily Dagens Industri (DI) that it was working on the new concept. “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,” spokeswoman for H&M, Charlotta Nemlin told WWD.

Said to be involving designer Behnaz Aram, who joined the company’s design team in August last year, the rumour, follows H&M’s first foray into red carpet fashion when they designed a custom-made gown for Michelle Williams for the BAFTAs in January. It would also follow their Exclusive Glamour Conscious Collection – a collection of eco-conscious red carpet-worthy gowns which have already been debuted by the likes of Amanda Seyfried, Kristin Davis and Viola Davis – which launches in 100 stores worldwide on April 12.

Michelle Williams in a H&M custom gown at the BAFTAs

A dress from H&M’s Exclusive Glamour Collection

Would you buy luxury clothing from H&M?

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