COS Fall 2017. Courtesy of COS
The fashion world gets more intensely competitive as labels lean in for the attention of a global customer base. Today, the woman with spending power will analyze more than just the threads on the rail at a brand before reaching for the credit card. A label’s cool ranking on Instagram matters just as much as the need-it-know impulses a new collection brings on. One thing is clear, brands that stay true to a distinct aesthetic are coming up trumps. The upper echelons of the high street have seen a rise in brands that clip at the heels of the major premium maisons for their readiness to interpret the cutting-edge trends, sometimes even forming them, with obtainable price points. But there’s one particular international fashion house that has walked its own way, stuck to its brand DNA, and retained a loyalist customer base in the East and West because of it.
COS Fall 2017. Courtesy of COS
Enter COS, the minimalistic, contemporary womenswear and menswear brand that delivers on quality, has a conservative aesthetic in-built into its designs, and captures a Scandi-cool look relevant for the streets of Cairo, Paris, Beirut, and Berlin. After opening its first store on London‘s Regent Street in 2007 (it marked its 10-year anniversary in March 2017 with a capsule collection), the brand has been a go-to for fashion editors wanting to sharpen up their wardrobe ahead of fashion week. On the advent of the brand opening its new store on August 26 at Dubai Festival City, and ahead of the Fall 2017 launch campaign, Vogue.me speaks to creative director Karin Gustafsson to explore how COS has caught the full attention of the Middle Eastern market without faltering from its European roots.
COS Creative Director Karin Gustafsson. Courtesy of COS
Why do you think the COS aesthetic resonates so well with the Middle Eastern market?
We like to think of our international customers as style conscious, a group of people who are confident, with a big-city mindset who are up-to-date with what is happening in the world, from art and music to culture, no matter where they are based. We are lucky that we haven’t had the need to adapt our collections to suit different markets and delighted that our collections continue to be well received in the Middle East.
Who does this collection most suit?
The collection explores two key directions this season: new proportions, and soft tailoring inspired by architectural lines and the experimentation of geometric drapes and rich textures – offering a new take on classic pieces. If I was to describe the collection in three words specifically, I would say it is innovative, industrial, and bold.
COS Fall 2017. Courtesy of COS
If you had to pick three looks from the new collection that are ideal for the Middle East, what would they be?
We have one global collection but it’s exciting to see how customers in different parts of the world may style it differently. A key piece and one of my favorite looks in the Fall 2017 collection is the burgundy women’s suit along with the red blazer jacket outfit. The color red has been a key inspiration for this direction, using it as a neutral along with a multitude of tones and tonal color blocking. The influence of tailoring is also evident in the collection, garments are reimagined with a modern twist; a tailored wool blend top with zip detail, paired with a silk ivory shirt and a long deconstructed sleeveless waistcoat that feels effortless in a relaxed, unstructured material is also a firm staple outfit in the collection.
COS Fall 2017. Courtesy of COS
What is in the pipeline for the brand?
We have been very fortunate that the brand has received a positive response in each market we have entered to date, and we have grown to 35 countries since 2007. For us, being able to continue our expansion into new markets and grow our existing markets is key. We plan to continue our connection with the arts, partnering with iconic art and design institutions. Recently we have announced a new collaboration with Snarkitecture, the New York-based art and architecture studio founded by Daniel Arsham and Alex Mustonen, and we will be bringing an immersive installation to Seoul from November 8-19.
How has COS kept such a strong point of difference from other brands in the market?
We have been told in the past that customers see us sitting between designer brands and the high street. We set out to offer high-end design and high quality at an affordable price. We find inspiration in the world around us, from street style to local architecture. By filtering these influences, we endeavor to design garments that are timeless; pieces that can be worn season after season, rather than dictated by trends.
COS Fall 2017. Courtesy of COS
If a woman buys only a few things to transition from high summer to fall, what are the core essentials?
I am always an advocate of the white shirt! It is such a versatile piece and can be worn from day to evening. We always include a form of the white shirt in our collections each season. In addition to a shirt I would also say classic brogues, tailored trousers, a cotton T-shirt, and chinos are core essentials for all seasons.
The Fall 2017 COS collection can now be purchased online and across its Middle Eastern stores, including the most recent store opening in Dubai Festival City, opening on August 26. COS is also available in the Avenues Mall and Marina Mall in Kuwait; The Dubai Mall, Mall of the Emirates, Dubai Marina Mall, Mirdif City Centre, and Yas Mall in the UAE; and Bahrain City Centre.
