It’s simple to explain Cos’s relaxed and minimal aesthetic as Scandi fashion, however at this level that feels reductive (and just a little caught in 2010). As of late, the Cos machine is a worldwide drive—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 folks 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 mass (a pure selection, contemplating Cos’s largest flagship is right here in Cheongdam). Inside an enormous unused pool house, the white runway had gaps within the ground that seemed to be full of clouds. Regardless that 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 wanting on from the entrance row.
After the season of fall 2026 exhibits simply gone, it was attention-grabbing to whiplash again right into a summer time assortment. However the clear benefit of the see-now-buy-now mannequin that Cos has adopted with its exhibits is that you could possibly 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.
Talking afterwards, design director Karin Gustafsson—a Cos OG who has been with the enterprise since its inception in 2006—stated she and the crew had been American Gigolo, therefore the facility tailoring, which they contrasted with tight bodycon attire that nodded to the Nineties.
Gustafsson’s magic contact is that, with just a few intelligent design tweaks, she is ready to make all these references look understated. “Much less fussy,” in her phrases. One androgynous grey swimsuit had outsized shoulders, but it surely 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 calmly with every step. “They’re super-stylish and stylish in look and quantity, but it surely’s additionally very easy,” she stated.
Additionally on the temper board have been Richard Serra’s curved steel 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 actually like that form of distinction of one thing actually easy and texture-rich, and pure magnificence, however then one thing tremendous clear and stark,” stated Gustafsson. Taken all collectively, it’s proof that even probably the most understated designs can nonetheless have a perspective.
