The much-hyped H&M concept COS (Collection of Style) finally has opened in London’s Regent Street. The brand is dubbed at high-end high street, rather than the fast fashion H&M is renowned for. COS intends to merge high-fashion attributes and a focus on quality of fabrics, finish and fit with the ground-level pricing policy that H&M is known for.
The company’s head of design Margareta van den Bosch told WGSN: “There was a real gap in the market for this product, we wanted to bring a new brand to the high street with a focus on design flair but at attainable prices for everyone. It’s a very different offer to H&M so there’s no obvious connection between the stores.”
COS made its introduction this week with a fashion show in London. Key pieces included a white shirt, an empire-line pin-tucked cotton dress, cropped jackets, wrapped chino-style skirts, a leather blouson jacket, easy pencil skirts and layered polo shirts. A neutral palette of white, black, grey, stone, navy and cream presented a clear message about the brand’s design ethos. Highlights also included a chic black sack dress with a bold contrast metal zipper running down the back and a butter soft fudge leather bomber jacket with Western stitch detail
A further five stores will open in Germany (Hamburg, Berlin, Munich, Stuttgart, Düsseldorf) and one each in Brussels and The Hague by the end of the month. A total of eight to 10 stores will be open by year-end.
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