If we can believe the latest fashion rumor, H&M is planning to follow the steps of its famous associates and launch a luxury brand. After its collaborations with luxury brands such as Versace, Marni and Lanvin, H&M is ready for the next step. This mega-retailer is planning to create a more expensive brand than its usual fashion lines, which is expected to be a separate brand, but still under the H&M Group.

Photo: Arch Daily

 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. – said H&M’s spokeswoman Charlotta Nemline.

There are even some speculations about working with a designer Behnaz Aram for this exclusive H&M brand. Behnaz used to work for the Swedish women’s ready-to-wear brand Whyred and he joined H&M’s new business design team in August 2011. We can only wait to see what will happen, but as H&M always amazes us with its ideas and projects, I believe that this time will be no exception.