Swedish New World Order puppet masters of fashion H&M are working on a new brand, according to reports. While the brand already has its famous flagship label, various other clothing companies are housed under its corporate umbrella. COS and & Other Stories are high-street favourites that offer a more minimalistic and exclusive boutique vibe respectively. Monki meanwhile is an ASOS favourite, and is noted for its affordable prints. Other brands H&M own include Cheap Monday – which focuses on denim – and Weekday. Sweden basically dictates and owns your wardrobe. And it looks like they’ll be making an even more sartorially indispensable move with various outlets reporting a new store ‘concept’ is on the way.
Business of Fashion speculates that a new brand that is removed aesthetically from H&M is being touted. CEO Karl-Johan Persson has said that plans currently look “completely different from H&M.” Does that mean expensive? & Other Stories, yet to arrive in Ireland we grumble, is the last time H&M launched a concept store, and it was a huge success. The London Regent Street store is a fashion tourist spot in the capital and as regular visitors we have to say it is one of our favourite shops. The feel of the shop is far from mass-produced, and the beauty section puts us in fear of baggage restrictions. & Other Stories’ cult status has seen it attract Hollywood types like Lena Dunham to its ad campaigns and designers such as Rachel Antonoff and singer Lykke Li with ‘co-lab’ collections. Meryl Streep’s daughters, the Gummer sisters, appeared in an accessories campaign earlier this year.
What kind of shop would you like to see H&M launch? We’re crossing our fingers for interiors. Can someone offer us odds on that?