COS, the brand with minimalist design and high-end basics launched in 2007 by the Swedish giant H&M, is appearing for the first time on the catwalks of Fashion Week. She will parade on September 21 in London, where she is based, to present her fall-winter 2021/22 collection through a hybrid show-performance.
While the models will parade face-to-face, in parallel artistic portraits and moving images will be projected onto the stage. The performance will be broadcast live on the Cos.com brand website, whose name stands for Collection of Style.
This is not the first time that COS has organized a performance to present a collection. The brand had called on the choreographer Wayne McGregor to launch a male capsule of timeless basics at the Florentine fair in June 2018. A year earlier, in September 2017, it had organized a big party at the National Gallery in London to celebrate its 10th anniversary. But this time, it takes an important step by entering straight into the arena of brands and designers.
This London parade “will mark a new direction for the brand,” said the latter in a press release. Successfully launched more than ten years ago under the creative leadership of Danish designer Rebekka Bay, the ready-to-wear line, managed since 2016 by the Swedish Nicole Bischofer for women’s collections and by the French Christophe Copin for man since 2017, is looking for a new lease of life and declares to have come out of this period of change “with a reinforced motivation and commitment”.
“The collection will embody COS’s well-known timeless style while redefining and upgrading iconic pieces in her wardrobe,” says COS, announcing a more engaged and inclusive fall photo campaign, calling on the non-binary activist Janaya Future Khan, British actress Jodie Turner-Smith and Brazilian model Raquel Zimmermann, alongside other “inspiring” talents.
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