The best events happening around Ireland this weekend
The best events happening around Ireland this weekend

Sarah Gill

In Her Shoes: Silvana Landa McAdam of LANDA
In Her Shoes: Silvana Landa McAdam of LANDA

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Conductor Orla Flanagan: ‘This concert explores human existence in different spheres’
Conductor Orla Flanagan: ‘This concert explores human existence in different spheres’

Sarah Gill

This 1970s Galway semi-d has been refreshed and revived
This 1970s Galway semi-d has been refreshed and revived

Nathalie Marquez Courtney

Material Intelligence: Meet the emerging designers from Ireland’s leading fashion colleges
Material Intelligence: Meet the emerging designers from Ireland’s leading fashion colleges

Ruth O'Connor

Faye O’Rourke of Soda Blonde: ‘I think being open about your failings creates more interesting art’
Faye O’Rourke of Soda Blonde: ‘I think being open about your failings creates more interesting...

Sarah Gill

A red carpet first-timer brings us behind the scenes at Cannes Film Festival
A red carpet first-timer brings us behind the scenes at Cannes Film Festival

Kara O'Sullivan

Garden designer Peter Dowdall on the best places to find unique pieces for your garden
Garden designer Peter Dowdall on the best places to find unique pieces for your garden

Megan Burns

Key trends and challenges shaping the job market in 2025
Key trends and challenges shaping the job market in 2025

Leonie Corcoran

Inside this five-bedroom Edwardian Terenure home
Inside this five-bedroom Edwardian Terenure home

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Image / Fashion

H&M Are Working On A New Brand


By Jeanne Sutton
29th Jun 2015
H&M Are Working On A New Brand

H&M NYC store

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?

Business of Fashion