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Clothing retailer H&M is introducing pricier fashion chain called COS |
Fashion retailer Hennes & Mauritz (H&M) has introduced new high-end label called COS (Collection of Style), with the first store opened on London’s Regent Street on Friday. Ten other shops are scheduled to open across the UK, Germany, the Netherlands and Belgium this year.
 COS is offering well-designed, simple clothes that are very stylish at the same time. The new label aims to provide the best basics, from T-shirts to suits, with a contemporary twist, at high-street prices.
“People want to look stylish without being slaves to fashion,” explains COS's womenswear designer Rebekka Bay. “It’s sometimes impossible to find the perfect white shirt, one that’s not over-designed. We’ve thought about the clothes we can’t live without - the chic, stylish essentials.”
“We wanted to make a simple and chic product, very much inspired by the haute couture of the Fifites. I used old-fashioned tailoring techniques such as fine layering, building up the silhouette slowly and intricately in the showroom, with many, many precise fittings for each garment,” she added.
“The focus is quality in terms of the fabrics, fit and finish. It’s ready-to-wear level design at high street prices. Plus, there are lots of fundamental pieces, like the perfect fitting pique polo shirt; crisp shirting; classic T-shirts and cashmere V-necks,” said Michael Kristensen, COS’s menswear designer.
“The clothes are mainly monochrome and I love that look. I think H&M needed to make this move - it was starting to be outrun by Topshop and Primark but now it’s bringing something new to our wardrobes. People will definitely pay that little bit extra because these pieces look like they’re from a top-end designer label,” Peaches Geldof told Vogue.
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