H&M is rumoured to be launching its first luxury brand. Rumours emerged after Swedish newspaper Dagens Industri reported that the high street chain is working on a new project, although nothing has been confirmed yet.
"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," H&M spokeswoman Charlotta Nemlin told WWD.
The brand has dabbled in the luxury market before, teaming up with labels including Lanvin,Versace and Marni, as well as launching its sustainable red carpet range - entitled the Exclusive Glamour Conscious Collection - which will land in stores on April 12. Michelle Williams has already shown her support for the line, wearing one of its monochrome floor-length gowns to the BAFTAs in February this year. H&M also operates the higher price point high street label Cos.