Would You Buy Luxury Clothing From H&M?

27 March 2012 by

The world (read: Grazia HQ) went wild when Michelle Williams brought H&M to the glitziness of the BAFTA Awards courtesy of a custom-made monochrome gown. Earlier this month, the Graziettes were sent into a spin as Marni hit the highstreet store with a designer collaboration that echoed the success of Versace and Lanvin’s. And H&M's Exclusive Conscious collection of red carpet-ready looks [above], made from sustainable materials and already worn by Amanda Seyfried and Kristin Davies, is set to cause more mania when it lands on 12th April. So it makes perfect sense that all this high-end-ness has rubbed off on the Swedish retailer and a new luxury line is in the works, right?

Women's Wear Daily reports H&M are planning a line that will have a higher price point than the fast fashion chain’s covetable COS line and although the brand have remained coy, neither confirming nor denying the plans, a spokeswoman has said, ‘We are constantly looking at new ideas; it’s a natural part of our work’. Ooh. What we know is, if the deal goes ahead, it’s likely to involve Behnaz Aram who currently oversees new business like Cheap Monday, Monki and Weekday.

So what do you make of the brand known for 'cheap and chic' stepping up to the high-end? We love the fast fashion chain for their bargaintastic wares, so will it lose its charm by focusing on pricey pieces? And considering H&M already delievers fab designs courtesy of their top-notch collabs, is it necessary to release a luxury line? Wade into the debate by popping your verdict in the box below...


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