Swedish retailer H&M's new 'secret' luxury brand
23 Mar 2012, 16:46
Published: 23 Mar 2012 16:46 GMT+01:00
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.
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.
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.