H&M is trying it's luck at a premium brand, COS - collection of style. For now it's only in Europe, but with any luck it will make its way over seas in a few years. Monocle has an interesting video about its beginnings and core shoppers. I don't know, I like the concept and I'm all for H&M creating a brand with higher quality clothes, but the collection seems a little bland at the moment. I still have hope though!
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