Exit luxury houses such as Dior, Chanel and Gucci, this large distribution label captures trends as soon as possible and signs the silhouettes of the most informed fashionists.
It is often believed that fashion editors, stylists and guests seated at the forefront of Fashion Week are straight out of a private showroom or a fashion house. In reality, they shop in a shop we all know. A boutique at affordable prices, a stone’s throw from our home, which succeeds in the tour de force to capture trends before everyone else. And it’s not a well -kept secret, it’s just that nobody really says it.
Each season, the most photographed looks in front of the parades do not all come from Saint Laurent or Alaïa. A good part comes straight out of the latest collection of this Swedish brand that could be described as discreet, but which is everywhere. Its advantage? She observes the podiums, and she reacts quickly. Very quickly. This season, she has already reinterpreted the greens pistachio identified at Coach, the Moka foam tones of Fendi, and the utility jackets seen at Bottega Veneta. And all this is already on the shelf, carried by the fashion pros who know how to smell what will work.
According to The lyst indexwho analyzes what people are looking for, click and buy online, this brand has dethroned brands like Ralph Lauren and Totême to climb at the top of the classification of the most popular claws. A first place which is surprised, but which is easily explained. Since its creation in 2007, the brand has installed a solid DNA: ready-to-wear thought to last, a design that flirts with luxury without ever falling into the trap of “too”, materials that hold the road and silhouettes that speak to everyone. There are winter coats that are unanimous, but also basics that have become cult: the impeccable white t-shirts, the wide pants always sold-out, the bags that fly on Instagram.
This success, the brand also owes it to a silent posture. No rowdy campaigns, no excessive starification, but regularity in the collections, attention to detail and an ability to renew itself without losing the course. All at prices that remain affordable. This is why so many fashion pros plebiscite the COS brand, even in the midst of Fashion Week.
The most amazing is that this brand belongs to the H&M group. And yet, she has been a special place, very far from classic fast fashion. His mission? Create strong, portable, durable parts.
