March 30, 2012

H&M on The Luxury Line: Versace, Jimmy Choo, Marni, Next?

Hennes & Mauritz has worked together with several high-fashion designer labels like Versace and Marni. These collaborations proved to be very profitable for the company, and apparently, the fast fashion retailer is rumoured to work on establishing their very own luxury brand. The price, of course, will cater more bucks than the company's previous line.

Rumour is, Behnaz Aram is involved in the creative process. He used to design under Whyred, the Swedish women's RTW label, but was brought into this new H&M team in August 2011.

The company's still secretive about the news. When asked, the representative neither confirmed nor denied the report. "We are constantly looking at new ideas; it's a natural part of our work," said Charlotta Nemlin, the brand's spokeswoman.

Marni for H&M Spring 2012 campaign

H&M has consistently targeted the shoppers in two different scales: Day to day operation for the mid-level audience, and collaborations with various fashion luxury labels for the higher end market. I'm curious to see how the company will evolve by this new business portfolio. It's always the high/low approach for H&M. But this time, it will be focused on the luxury market, the pricy line.

Are you excited?

Sourced from fashionista, WWD, fashionschmashion