It’s simple to explain Cos’s relaxed and minimal aesthetic as Scandi fashion, however at this level that feels reductive (and somewhat caught in 2010). These days, the Cos machine is a worldwide power—you’re simply as prone to brush up towards somebody sporting one of many label’s tasteful jackets on the tube in London as you might be in Osaka, or some other metropolis the place individuals take a wholesome curiosity in what they put on. It’s why over the previous few years the model has taken its touring runway exhibits to Athens and Rome.
Which brings us to Seoul. On a cloudless spring afternoon within the north finish of town, Cos selected the South Korean capital as the newest place to flex its muscle tissues (a pure alternative, contemplating Cos’s largest flagship is right here in Cheongdam). Inside an unlimited unused pool house, the white runway had gaps within the ground that seemed to be stuffed with clouds. Even although we have been underground, it felt like we have been excessive within the sky—a small field of heaven with Emma Roberts and Alexander Skarsgård trying on from the entrance row.
After the season of fall 2026 exhibits simply gone, it was fascinating to whiplash again right into a summer time assortment. But the clear benefit of the see-now-buy-now mannequin that Cos has adopted with its exhibits is that you can think about any of those co-ed seems strolling off the runway and onto the road, from the wide-legged shorts to the olive suede jacket, floaty ankle dusters, and trompe l’oeil denim in silk.
Speaking afterwards, design director Karin Gustafsson—a Cos OG who has been with the enterprise since its inception in 2006—mentioned she and the crew had been American Gigolo, therefore the facility tailoring, which they contrasted with tight bodycon clothes that nodded to the Nineties.
Gustafsson’s magic contact is that, with a number of intelligent design tweaks, she is ready to make all these references look understated. “Less fussy,” in her phrases. One androgynous grey go well with had outsized shoulders, however it was softened up with scarf lapels, whereas belted coats that have been presumably impressed by Richard Gere’s iconic camel trench have been rendered in what seemed like a breezy cotton that billowed evenly with every step. “They’re super-stylish and chic in look and volume, but it’s also very effortless,” she mentioned.
Also on the temper board have been Richard Serra’s curved metallic sculptures. They lent a futuristic vibe to the funnel necklines and super-smooth shirting that Gustafsson and co. juxtaposed towards tactile crinkled leathers and pleated silk blouses. All the feel made for a visible payoff. “We really like that sort of contrast of something really effortless and texture-rich, and natural beauty, but then something super clean and stark,” mentioned Gustafsson. Taken all collectively, it’s proof that even essentially the most understated designs can nonetheless have a perspective.
