Rumors are circulating that the mega-retailer is planning on creating a luxury brand that's slightly more expensive than their high-end COS brand (we American H&M fans don't have access to COS, which has stand-alone stores in Europe). This new collection will mostly likely be its own separate brand under the H&M Group (which includes Cheap Monday and Monki), instead of something in-house like Topshop's high-end label, Topshop Unique. Says H&M spokeswoman Charlotta Nemline, “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."
Designer Behnaz Aram, who formerly designed for the Swedish women’s ready-to-wear label Whyred, is said to be involved; Aram was recruited to H&M’s new business design team in August 2011 and works on the brand's COS, Monki, Weekday and Cheap Monday labels.
But if the brand isn't going to create luxury fashion in-house, it certainly aligns itself with designers and brands who do. H&M has collaborated with everyone from Karl Lagerfeld to Marni's Consuelo Castiglioni, and celebrities like Michelle Williams and Kristin Davis have been seen wearing dresses from its Exclusive Conscious collection on the red carpet. H&M's main business isn't in luxury fashion.
H&M, which opened its first store in Sweden in 1947, currently has more than 2,500 stores in 44 markets. The collections are also available online in selected markets.
H&M offers fashion and quality at the best price for women, men and children. In addition, cosmetics, accessories and home products are also part of the offering.
More info at http://www.hm.com/
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