H&M already has quite the impressive portfolio of stores including COS, & Other Stories and Monki, and it looks like they are expanding even more. H&M is set to unveil their new label and according to Bloomberg, the new brand “will be completely different from H&M” and “unrecognizable to its parent label.” It’s interesting as the brand has only announced that it’s opening a new store and nothing else. As of now we only know that a new store is coming as of 2017, the concept and clothing available is completely unknown.

We will keep you updated as more information becomes available.