Its Official: H&M Is Creating A Luxury Line

h&mluxurystore.jpg (Slideshow)

Photo: Stefanie Keenan/Getty Images
Lily Collins and Felicity Jones dressed in Marni for H&M

Designers offering lower price point apparel at various retailers has been all the rage over the past few years. We admit that is one thing we can thank the recession for. But surprisingly, H&M has decided to take the opposite path and release a luxury line.

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Hennes & Mauritz compared their new endeavor to their COS line, which is currently only available in Europe. Like COS, the luxury brand will focus on fit and fabric and less on current trends that the fast-fashion H&M brand is so well known for.

“Like COS, which today is very successful with good profitability, the new chain of stores will be independent and complement the other offerings from the group,” a rep told WWD.

It has been released that H&M suffered from unsold merchandise, resulting in more discounting than usual in the past few months. Maybe they feel they can do better with a higher clientel.

The new chain of stores is set to open in 2013. We’re curious to see what H&M has in store. Would you shop at a luxury H&M?

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