H&M, known for their chic and cheap apparel, may be following in the fashionable footsteps of the high-end designers they occasionally collaborate with.
According to WWD, the Swedish retailer may be branching out from their wallet-friendly niche by starting a new luxury line with a higher price point.
The rumoured collection would most likely involve Behnaz Aram, who runs "New Business" at H&M and is in charge of outside brands like Monki, Weekday and Cheap Monday, reports WWD.
"We are constantly looking at new ideas," spokeswomen Charlotta Charlotta Nemlin told WWD, neither confirming nor denying the rumours. "However, there is nothing new that we can [talk] about for the moment."
Not only has the mega-retailer previously teamed up with some of the hottest brands -- including, Marni, Versace, Lanvin, Jimmy Choo, Sonia Rykiel, Comme des GarÃ§ons, Roberto Cavalli, Viktor & Rolf, Stella McCartney and Karl Lagerfeld -- but they have dipped their toe into high-end red carpet apparel by dressing celebrities such as Michelle Williams and Amanda Seyfried in "exclusive conscious" pieces.