H&M To Launch New Brand

Hennes & Mauritz is a fashion giant when it comes to fast fashion. Karl-Johan Persson, H&M CEO, has given a vague hint about the future business of this fashion house, which filled the fashion scene with excitement:

@KendallJenner and @GigiHadid turned the stage into a catwalk during @TaylorSwift´s concert in London last Saturday. Kendall looked fab wearing our upcoming #HMStudioAW15 collection pants! Photo by: Dave Hogan/Getty Images #HM

A photo posted by H&M (@hm) on Jun 30, 2015 at 7:06am PDT

Allegedly, H&M is working on a complete new brand, which should enter the market in 2017. Even though we don’t have enough information about its plans, we already know that it has to be completly different than anything already made by H&M, COS, Monki, Weekday, Cheap Monday and & Other Stories.

Sandals are perfect for every occasion! Find your favourites on hm.com. #HMOnline #HM

A video posted by H&M (@hm) on Jun 27, 2015 at 1:09am PDT

Karl-Johan Persson hints speculate how its completly new approach could look like: “One Size Fits All’, a “Monthly fashion box by subscription”, or maybe unisex clothing.