H&M to launch premium collection

Soon you may be paying premium prices for H&M's fashions. Not its namesake line,

mind you, but for its new high-end, higher priced collection. The range would sit above H&M's COS collection and would be targeting a more luxury-oriented consumer.

H&M is no stranger to designer collaborations, having launched affordable ranges with Versace, Stella McCartney, Marni and Karl Lagerfeld to name but a few.

The internet has been rife with stories after Swedish newspaper Dagens Industri reported that the high street chain is working on a new project, although nothing has been confirmed yet.

"We are constantly looking at new ideas; it's a natural part of our work. However, there is nothing new that we can [talk] about for the moment," H&M spokeswoman Charlotta Nemlin told WWD.