With the ongoing craze for low-priced designer collaborations, going high-end may seem like a counterintuitive business strategy. But H&M, the model purveyor of "cheap and chic" fast fashion, may be doing just that.
The Swedish retailer may be plotting a new luxury line with a higher price point, reports Women's Wear Daily. The line would likely involve Behnaz Aram, who currently runs "New Business" at H&M overseeing outside brands like Cheap Monday.
H&M neither confirmed nor denied any luxury plans. "We are constantly looking at new ideas," spokeswomen Charlotta Charlotta Nemlin told WWD, "However, there is nothing new that we can [talk] about for the moment."
But the step up to luxury wouldn't be too surprising given H&M's recent foray into red carpet dressing. The company has created an "Exclusive Conscious" collection of red carpet-ready looks, made from sustainable materials like organic cotton, hemp and recycled polyester in keeping with H&M's eco-friendly Conscious clothing initiative.
Michelle Williams and Amanda Seyfriend have both worn "Exclusive Conscious" collection pieces for red carpet appearances. Perhaps with a new luxury line, even more H&M will land on celebrities' backs?