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Rumour has it that H&M could be planning to launch a luxury brand, given its recent success with higher priced collections. 

H&M has dabbled in the high-end market with its ever-popular designer collaborations with the likes of Lanvin, Versace and Marni to name but a few, and has dipped a pedicured toe into the red carpet one too thanks to Michelle Williams wearing a custom H&M dress at the BAFTAs.

Therefore it’s not the slightest bit surprising that, given the success of the aforementioned collections, H&M is keen to make the most of the public interest and create a luxury brand.

“We are constantly looking at new ideas; it’s a natural part of our work,” Charlotta Nemlin, a spokesperson for H&M told WWD. “However, there is nothing new that we can talk about for the moment.”

Ooo, the teases! It’s also speculated that former Whyred designer and H&M newbie Behnaz Aram, who joined the brand in August last year, could be behind the rumoured new project.

As always, more details as and when we get them! For the time being though, we’ll have to make do with the gorgeous H&M Exclusive Glamour Conscious Collection which launches on April 12th!

[WWD] [Image] 

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