From IKEA to Bang & Olufsen, we can’t get enough of the Scandi aesthetic. Now, another name enters the fray: COS, which opens its first Vancouver store at 18 Water Street in Gastown soon. The 10-year-old Swedish-born, London-based brand is named for the acronym ‘Collection of Style’ and is part of the H&M family. But, unlike H&M and other runway-trend-led high-street stores, COS is designed to be timeless. It’s expensive-looking, but surprisingly affordable (ranging from $19 for a top to $450 for outerwear).
How does the brand define its aesthetic? “It has drawn inspiration from the art and design world since its inception, and our collections often start with a spark of inspiration from a particular painting,” explains Karin Gustafsson, the brand’s Creative Director. “We also find inspiration in the world around us, from street style to local architecture. By distilling these influences, we endeavour to design garments that are timeless; pieces that can be worn season after season, rather than dictated by trends.”
The current Spring/Summer 2017 collection has an unusual inspiration: Parachutes. That doesn’t mean puffy meringues, though there are some beautifully voluminous pieces. It’s more about draping and folding. “It’s been influenced by the juxtaposition of romance and utility,” says Gustafsson. “For women, it’s a palette of feminine and nature-inspired colours, contrasting with utilitarian silhouettes. For men, simplicity and effortlessness are integral to the variety of the collection.”
We know we’ll be first in line at the store, but who has Gustafsson defined as the target audience? “When thinking of the COS woman/man, we think of a group of friends who share the same likes and aesthetics but with their own discerning take on fashion,” she says. “This group shares busy lifestyles and is interested in current issues, from cultural, to political and fashion. They tend to be confident, style conscious and have a big-city mind-set. They appreciate exceptional quality and value in every element of their lives.”
Sounds like a perfect match for Vancouver.
SH: 6 perfect looks from Spring/Summer
Left: It’s simple, but the origami-like detail keeps things interesting.
Cotton linen boat-neck T-shirt, cotton linen apron skirt with folded detail, gold-plated amorphic earring and leather sneakers with elastic fastening.
Centre: Layered, with a Japanese feel thanks to the kimono style blazer.
Cotton poplin layered blazer, long-sleeved sweater with raised neck, Milano knit wrap pants and leather sneakers with elastic fastening.
Right: The embossed geometric pattern livens up a simple sheath dress.
Milano knit dress with embossed graphic pattern, rubberised leather folded bag and rubber-sole sandals with elastic fastening.
Left: This skirt with sculptural waistband is a must-buy.
Knitted sleeveless top with raised neck, cotton pencil skirt with folded wrap waist and leather sneakers with elastic fastening.
Centre: The parka offers a more literal interpretation of the parachute theme.
Oversized transparent parachute parka, viscose knit jumper with elongated sleeves, cotton skirt with draped pocket detail and leather sneakers with elastic fastening.
Right: The layered detail gives it edge, while the simple silhouette and terracotta hue keeps it wearable.
Technical knit dress with layered graphic detail and leather sneakers with elastic fastening.
