Instead, the designer is working on a new "masstigue" ready-to-wear collection in a bid to change the brand image into a more commercial line, perhaps as an extension of his 2004 H&M range. The collection will be ready for A/W 2011, and will be sold online as well as via his Paris and Milan showrooms. While a company spokesperson said negotiations were under way "for the distribution and production of the designer's new vision."