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H&M's new brand will be completely different than anything it's created before.
The retailer is developing a new brand completely different from anything they've produced before, according to Bloomberg.
Few details are available on the mysterious new brand, but it could launch as early as 2017.
Karl-Johan Persson, CEO of H&M, says it will also be nothing like the company's sister brands, according to Bloomberg.
The H&M group owns six brands, including Cheap Monday, COS, & Other Stories among others.
H&M is known for introducing exciting collaborations and concepts to their customers.
Last year the retailer teamed up with Alexander Wang for an incredibly successful collection; it's also unveiling a highly anticipated line with luxury brand Balmain in November.