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It’s only been a matter of days since we told you that rumours were rife about H&M potentially launching a luxury brand… and lo and behold, the high street chain has now officially confirmed it! 

“We have many different projects in progress and already next year we will be launching a completely new store chain,” Karl-Johan Persson, a spokesman for H&M told WWD.

“Our collections have been well received which has resulted in increased market share in a very challenging fashion retail market, and we have strengthened our position even further.

“We have great faith in this new brand and we see considerable potential for further initiatives.”

That definitely sounds like solid confirmation to us! We can expect the higher priced line to launch some time next year, although there’s been no word on how high these price points will actually go, nor is there any indication as to what kind of garments we will find in the collection.

Will it be a predominantly glamorous eveningwear line or a full-blown collection ranging from the basics to ultra-glam to all else in between? Only time will tell!


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