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Swedish retailer H&M's new 'secret' luxury brand

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Swedish retailer H&M's new 'secret' luxury brand
16:46 CET+01:00
The world of Swedish fashion is humming with the buzz of a new, yet officially unconfirmed, luxury brand being planned by retail giant H&M.

According to trade newspaper Dagens Industri (DI) the fashion chain's CEO Karl-Johan Persson has previously said that the company could broaden their activity with new concepts.

Persson was personally responsible for the launch of the new clothes chain Cos, whose line of clothes are more exclusive than those retailed in ordinary H&M stores.

According to DI, there is now talk about a line, more luxurious and expensive than the Cos line.

However, the top secret project, which is rumoured to involve designer Behnaz Aram, currently in charge of Swedish brand Whyred's ladies' collection, has not yet been revealed to the H&M employees.

Aram already works for H&M New Business, the department of the retail giant which is responsible for brands Monki, Weekday, Cos and H&M Home.

However, according to DI, there is still no confirmation from the company that a new line is in the offing.

“We are always looking at new ideas and concepts, but I have no information that says we will be launching a new brand,” said press spokesperson Charlotta Nemlin to the paper.

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