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H&M Goes Back to Basics

H&M Goes Back to Basics

Today, H&M is opening an upscale version of their current H&M stores called COS (Collection of Style)

COS is filled with neutral tones and styles and is the progeny of H&M that merges high fashion attributes (meticulous fabrics finish and fit) with ground level pricing; creating inspirational design that’s financially accessible.

The COS flagship store on London’s Regent Street opens today followed by COS store openings in Germany, Belgium and the Netherlands at the end of March. Unfortunately, no word on any openings in the U.S. just yet.

Dag nabbit, don’t you wish you lived in England? Check out the COS runway designs after the jump!


COS splices its design flair with attainable prices for both men and women. These are immaculately produced wardrobe perennials: incorporating clean-cut accessible design with just a wink of character; a subtle design twist that lends each garment a modernist edge. Be that a chic black sack dress with a bold contrast metal zipper running down the back. Or for men: a butter soft fudge leather bomber jacket with Western stitch detail.

Says Rebekka Bay COS’s womenswear designer, “It is fashionable essentials, reinvented classics and the latest trends.”

Adds Michael Kristensen, COS’s menswear designer, “The focus is quality in terms of the fabrics, fit and finish. It’s ready-to-wear level design at high street prices. Plus, there are lots of fundamental pieces, like the perfect fitting piqué polo shirt; crisp shirting; classic T-shirts and cashmere V-necks.”

Equally essential kit for women involves: easy-to-wear cotton poplin vest dresses; slouchy chinos; perfect-fit skinny black trousers and 50s-style edge-to-edge coats.

Fashion alert males will zero in on slim-fit cardigans; Forrest Gump-style short-sleeve shirts and keenly cut city shorts. And fashion maidens will swoop on swingy pleat smock dresses; dinner shirts re-worked as crisp blousons and sun-faded 50s ceramics print shift dresses.

COS’s sophisticatedly subtle color palette of crisp white, soft putty grey, rich tobacco brown, sharp black, graceful navy and warm khaki, is intermittently pierced with color bursts of bright red and bold electric blue.

Ultimate race-you-to-the-rack appeal emanates from COS accessories. Be that a minimalist-lush nylon city bag, natty brogues, or an exquisitely crafted large black leather baguette finished in luxe bridle-like detailing.

From elegant tuxedo suits and knife-sharp city tailoring to soft cashmere knits; COS is fashion nirvana for the non-showy, design alert shopper.

Just Jared on Facebook
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Posted to: Collection of Style, H&M

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  • SoHappyForSalma

    wow i’m really impresseed with this collection. i would love to see the accessories and other items in ths line.

  • john

    What is this?…copy…paste…Filippa K….? Shame on you…
    When do you start to be original…

  • queenofhearts

    So bland and boring!

  • angelina_mmm

    I don’t like mens fashion, it’s simply ugly!

  • Cina

    UK, Germany, Belgium and the Netherlands. What about SWEDEN?! HUH? H&M is Swedish after all! How crazy is that. We should be first goddammit.

  • Just Jared

    Hahaha, Cina! I feel for ya! Sweden totally got gypped.

  • Ida

    Boring and ugly…
    But I’ll have to check them out myself, in real life.
    And I live in The Netherlands, so I’ll be able to do that by the end of March! :D

  • femme

    looks a bit boring to me…

    In the Netherlands there will be a COS in the Hague, just in case dutch people read this :p

  • Cina

    Hahaha, Cina! I feel for ya! Sweden totally got gypped.

    Well, it gives me the perfect reason for another shopping trip to London… heheee! ;)

  • blah

    too bad you have to be a manoerexic guy to wear their men’s stuff. actually i’m not that concerned because this stuff looks cheap as hell.

  • Angel

    well …H&M COS website have Jamie Dornan ‘s AD

    or u can check out the url …