Collection of Style (COS)
A new chain of stores by H&M: Backstage / Audience Video, See the runway show here

Who else could take the democratization of exclusive fashion further than the chain who created a stir with it? COS (Collection of Style) is a new fashion concept by H&M which combines the meticulous focus and attention to detail of ready-to-wear design with down to earth pricing; making aspiring fashion attainable to the mainstream. After the successful collaborations with Karl Lagerfeld, Stella McCartney and Viktor & Rolf it’s no surprise the chain reveals this new, design-driven concept with an affordable price tag: haute fashion on the high street!

COS launches with a UK flagship designed by William Russell on London’s Regent Street on March 16, 2007. COS stores will have prime locations in major European cities with subsequent COS stores opening in Germany, Belgium and the Netherlands at the end of March. Ten COS stores are planned to open in selected big city locations by the close of 2007.

“The focus on quality - using natural fabrics such as leather, cashmere and combed cotton – in the COS collection, is reiterated in the COS store aesthetic. Designed by noted architect, William Russell, whose retail pedigree includes shop design for Alexander McQueen and Margaret Howell; COS stores will be both inviting and inspiring with music, space and lighting all adding to the ambience. The atmosphere will convey a feeling of exclusively selected items and both seating and books to leaf through will add a pleasant, relaxed vibe. Stores will average approximately 450 square meters in size.” Hence that the new chain also offers the high-end shopping experience to the high street.

COS is a part of the H&M group and compliments rather than competes with H&M although founded on the same business concept – ‘fashion and quality at the best price’. The increased price level allows COS to deliver product with a higher quality, which is appositely housed within design-led smaller-scale stores where customer service is key to COS’ shopping environment. COS, as part of the H&M group, benefits from H&M’s financial strength and retailing experience.



Iconique Magazine: Style, Fashion, Beauty and Trends: COS (Collection of Style) by H&M: Backstage Video