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.

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Posted to: Collection of Style, H&M
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