H&M Possibly Planning Luxury Brand

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Photo: Joe Kohen

The fast fashion retailer might be putting together a higher-priced line (higher priced, that is, than COS) involving former Whyred designer Behnaz Aram. A Hennes & Mauritz spokeswoman dropped few hints, telling WWD, 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.” Would you buy H&M luxe? More importantly, would you stand in line for hours, waiting for your colored bracelet, to buy it? (Well, maybe there'll be Champagne in that queue.)