H&M are set to introduce their brand new luxury brand to the market in 2013.
The brand has been called '& Other Stories' and will launch exclusively online and in selected European stores next year.
'Our collections are built around inspiring fashion stories' their press release reads. 'All our lines are diverse, ranging from masculine tailoring to feminine chic and designed to provide endless styling choices.
Carefully selected materials are an important ingredient in every piece. '& Other Stories' aims to design lasting wardrobe treasures within a wide price range'.
H&M have just launched their latest collection with Lana Del Rey as the face and voice of the advertising campaign. Their accessories collaboration with super stylist and editor Anna Dello Russo has also just launched. Their next designer collaboration, with Maison Martin Margiela, will launch in November.