H&M Group is looking into new concepts for the future and will launch a new brand for 2017 as a company spokesperson confirms. What the brand will look like, whether it will push its collaboration site with different designers, and what kind of positioning they will aspire has not been confirmed so far.

H&M Hennes & Mauritz AB comprises six independent brands: H&M, COS, Monki, Weekday, Cheap Monday and & Other Stories and operates over 3,600 stores worldwide.