H&M is reported to be planning the launch of a premium brand, which will sit above its higher end offering Cos.
According to Swedish newspaper Dagens Industri, the new project involves designer Behnaz Aram, who joined the retailer last August to work on the team for H&M’s Cos, Monki, Weekday and Cheap Monday brands.
An H&M spokeswoman told the paper: “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 retailer has been branching into the premium market in recent months with actress Michelle Williams wearing a custom made H&M dress to the BAFTAs in London in February.
H&M will also launch its Exclusive Glamour Conscious Collection on April 12 at around 100 stores worldwide. The red carpet inspired range of dresses start at £59.99 and are made from sustainable materials such as organic cotton and hemp. See our image gallery here.