The Fashion Market Report

the foundations of Cos timeless modern tactile functional Founded in 2007 by Hennes & Mauritz creatives, COS, Collection of Style adheres to an ambitious philosophy of timelessness and desirable design crafted by simple ideas, for men and women, at an attainable price. The Swedish label conveys fashion sensibility meticulous focus and attention to garment detail through a style inspired principally by synergies of art, graphics design, archicteture whilst embracing the merge of conventional processes with modern production techniques and innovative fabrics.

Initiating as a runway show at the Royal Academy in 2007, and transitioning into a clean minimalistic mid-century Scandanavian design flagship space at 222 Regent Street, COS has significantly reinvented ready to wear classics to adapt and coordinate in the modern and interesting lifestyle in fifty spaces across Europe, Asia and the Middle East. A directional, sleek and avant-garde vision.

Welcome to COS

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the Cos aesthetic

brand essence

High quality design at an affordable price

“we have a very strong identity, whenever we design something we consider the COS aesthetic” – martin andersson

brand values

Appreciate timelessness that lives beyond the season Lifestyle aesthetic A modern concept inspired by art and design Consistent aspirational purity in approach to design Innovative adaptation of fabrication Fashionable essentials, reinvented classics

Under the creative direction of Karin Gustafsson and Martin Andersson, Cos continues to uphold and rhyme the high quality, high design quality and affordable price concept, breathing new life into functional style; revisiting the minimalist undertones reworked in contemporary designs which look and feel refreshed.

Quality acquired a cult, manifesting the characteristic in all aspects of Cos; in the design of the apparel, the retail spaces and the web design. Cos shares everything that inspires them. These are the core Cos aesthetics. (See appendix 1.1 for further brand insight).

brand personality Minimal Functionalist Classic Conceptual Contemporary Artistic Futuristic Individualistic Balanced Fresh Reduced Sophisticated Stylish

brand in action

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Ground level prices Clean architectural retail spaces Intelligent artistic and personal visual communication Bespoke and refined website design Impeccable customer service and expertise Creative investment and collaboration with Frieze Art Fair Modern gallery spaces

macro trend digest – responsible prosperity

A new more humanist approach to life accentuates responsible prosperity. Responsible prosperity defines a more conscientious consumer. Personal interactions of honesty, transparency and integrity in consumption are prized as the present economic difficulties prompts consumers to reinforce the justification narrative of their purchase. The modern consumer has become concerned with where and how products are made alongside the provenance of the materials utilised. It is about quality over quantity. Authenticity and thoughtful consumerism give brands provenance and authority. An attachment of added values further enhances the desirability to purchase products that echo a renewed appreciation for timeless design and responsible consumption. This season’s forecast invites us to autonomously move away from hyper consumerism and place an importance on wellbeing and thoughtful reduction that is more satisfying. The notion of transparency is revived and authenticated in Quietude; a micro dimension revolving around the essentials.

quietude Stripping back our thoughts to the bare bones, silencing the external chaos of the modern day and submerging ourselves in a place of contemplation pioneers us to readjust, redefine and balance our significances. A refined and functional approach in our lifestyles and in consumer goods strengthens the desire for honesty, transparency and integrity (without unnecessary ostentation). As Quietude searches for a deeper meaning, brands are proposing a new clear conscience to connect the individual to a wholesome quality. Subsequently, creativity, innovation and empathy become important. Less becomes more. The soft sensibility of Quietude will encompass the unique and fresh fusion of subtle and sparse design minimalism that echoes the fragile balance of playing with notions of art, architecture and physical space, enhancing interactions and educating the user with fully transparent design and material details. Rethinking will reflect the value for timelessness, retain the essentials in a modest, yet modern life and surge personal satisfaction, a concept that was misplaced in our consumerist climate. Quietude is the maturing chapter of Responsible Prosperity. Everything is connected.

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a visual dialogue interiors Driven by a calm and edited appeal, Quietude characterises a soulful and thoughtfully minimalist interior environment. Sophisticated warm hues and tones amid a genderless palette will display an understated contrast in the light and subtly textured maple, oak and ash wood, accentuated by the conically shaped natural ample lighting. Vaporous grey walls and white ceilings will explore the magnificence and plain efficiency of greyscales whilst bright white painted walls in a matte finish contemplatively transforms the space, inspiring the overall repetitiveness of basic forms. Furniture design will be exposed to the bare minimum as enveloping shapes and rounded forms in upholstery appear soft, sensitive and modernistic, contrasted to the slim geometric and angular proportions of the storing, shelving and dining bases. Furthermore, every day blends of quilted, striped and pin tucked textiles will return to the home, emphasising a comforting, casual and tailored precision. Discreet design enhances for an efficient lifestyle, idyllic for the Cos consumer.

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influencers – art design music Tamar Zinn’s oil on wood paintings will influence and expose a sensory experience composed of simplicity, calm, surface and depth as the ‘placing colour against colour’ composition finely defines both Quietude and Zinn’s desire to provide a space for contemplation with moments of pause. Working in a similar practice of loosely filling in, readjusting and eliminating blocks of colour will reflect the response to a subtlety intriguing range that offers a breath of fresh air and is pleasant to the senses. Design and art store FLOWmarket further completes the void of materialising our immaterial needs, focusing on the compassionate, creative and sensitive luxuries of the next generation as the Quietude individual changes their mind-set. Equally, voicing wisdom as opposed to the usual shower of digital bombardment, Shahir Zag’s visual poetry will accentuate insightfulness and introspective for the modern Cos consumer.

Finishing with a playlist aestheticism, The XX have universally heavily synchronised sound complete with soulful ululations is most compelling and fresh to the emotions and possibilities of Quietude. .

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silhouette Seemingly neat and narrow shapes will demonstrate a streamlined outline as classic Crombie overcoats; slim front pleat trousers and crisp high collar poplin shirts clarify a polished and soft masculine dimension. Tapered shift dresses, roll necks and cigarette pants in windowpane plaids will feel sleek and fresh with a tailored allure whilst fine knits add a cosy finish. Sophisticated wide shapes will channel a casual elegance as matching separates emphasise contemporary chic alongside monochromatic styling and two tones which will continue to reference a cool aesthetic and a genderless quality. The structured and straight shaped A line dresses with revere collar detailing and reduced lengths will become modernised beside the clean fitted long line high waisted pencil skirt. Referencing and enriching new minimalism, the modern flavoured and perfect ready to wear influences of A.P.C, Jil Sander and Carven will further evoke to the mid-century feminine Cos woman. A.P.C’s traditional sweet sixties consistency cycling through car coats, tartan flannels, slim suits and cable knits contrasted to Jil Sander’s sharply engineered and stiff shapes will translate into a ladylike formality as Carven’s clean contrasting neat trims and functionality supplement a charming offbeat. The design of Quietude is the evolution of Cos as a confident and sophisticated femininity for the real world.

With visible character, Quietude embraces a new simplicity in design that is both beautifully and functionally modest as natural materials, linear constructions and pure shapes connote honesty and inspire a fresh, yet effortless feel. This thoughtful and balanced outlook further elevates and informs smart design decisions.

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