H&M’s dainty Swedish brand to import solidity of architecture to the artsy dimension of fashion.
Elegant, conservative and timeless; that’s what Cos–the new Swedish brand–is displaying this Ramadan. In an innovation vanguard, H&M’s sub-brand has succeeded to bring what’s new to the table of fashion. From the unusually noteworthy collaboration of Chris Downey, a soulful blind architect; Nils Frahm, a euphoric musician with acoustic rhythm; and Lizzie Ostrom, the elated fragrance specialist. An odd yet harmonic merger to design a brand that speaks every element of the three.
The notion behind COS itself is self-explanatory in its name; “Collection of Style”; even though this Swedish brand falls under the operational umbrella of the well-established H&M, it has an individualistic operation. With over thirty chains worldwide, this brand is setting an exclusive imprint in the fashion charts everywhere, expanding the minimalist style to textiles while putting together femininity and simplicity altogether.
Striving for durability and its minimalist aspects, COS makes room for the use of monochromatic natural graphs of colours, raw fabrics and eye-comforting designs, a countermeasure to fashion’s innate and natural temporariness. The Swedish brand releases twice a year consecutively with Spring/Summer and Autumn/Winter collections that display their products at a reasonable cost to the consumer. The styles of the collections are minimised yet so versatile with small details taking place in the assembled silhouette here and there. Awarding the apparel with the harmony of longevity and sophistication.
“We’re democratic and like to include rather than exclude”, says the innovative Swedish designer and COS creative director Karin Gustafsson. She stresses out the point that though COS is already a huge brand with extensive retail stores around the world; however, they encourage all their customers from every region to shop online.
By: Nadine Mustafa
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