COS Launches in India with Vibrant First Collection in Delhi

COS, the minimalist fashion brand known for its practical and elevated designs, has officially entered the Indian market. The brand, owned by the Swedish multinational H&M Group, will open its first store in Delhi’s Saket City Walk in October 2023. This launch marks a significant move for COS, which aims to offer a blend of quality and style to Indian consumers.

During an exclusive preview event held at the Four Seasons Hotel in Mumbai, influential design director Karin Gustafsson showcased COS’s upcoming collections. Despite the city’s rainy backdrop, the vibrant aesthetics of the clothing shone through, with inky colors and fluid drapes reflecting the energy of the surroundings. Gustafsson expressed excitement about the new collection, stating, “We have been looking to enter India for quite some time, and we found the right location in Delhi.”

The Autumn/Winter collection, set to be unveiled at New York Fashion Week next month, promises to be a celebration of texture and classic silhouettes. While details about the collection are currently under embargo, Gustafsson hinted at “pops of color” woven throughout the line, appealing to consumers who appreciate timeless yet modern styles.

COS positions itself as an affordable luxury brand, offering elevated basics designed to last. The company typically releases two core collections annually, supplemented by seasonal drops and collaborations. This strategy reflects a commitment to quality over quantity, providing consumers with versatile pieces that transcend fleeting fashion trends.

Although no India-specific items will be part of the initial launch, Gustafsson noted that the Mumbai monsoon inspired some aspects of the collection. She was particularly drawn to the colorful rain capes seen during the downpour, which could have informed future designs. Currently, customers in India will not be able to shop COS online, making the Delhi store the first point of access for local shoppers.

Gustafsson has been integral to the brand since its inception in London in 2007. Her vision for COS emphasizes an aesthetic that balances refinement and modernity while remaining accessible. “I like to dress in a way that makes me feel at ease,” she remarked, highlighting the importance of comfort in fashion.

The collection features a range of androgynous styles, suitable for a diverse customer base. With lines for both men and women, Gustafsson noted that many of the designs can be worn interchangeably, allowing personal expression across gender boundaries. She described the garments as “a blank canvas for your personality,” encouraging wearers to make their own style statements.

For men, inspirations from mid-century Elizabethan fashion and vintage military uniforms are evident. Textures such as herringbone and leather suede are prominent, giving the collection a utilitarian feel. Gustafsson showcased jackets made from a faux fur described as “pony effect,” assuring attendees that no animals were harmed in its creation.

Women’s pieces draw on the glamour of the 1950s, with versatile dresses that can be styled in multiple ways. A standout investment coat paired with a shimmering dress exemplifies the brand’s willingness to embrace a touch of shine, a departure from COS’s typical aesthetic. The luxurious fabrics used, including cashmere, silk, and chenille, promise to resonate with Indian consumers who value quality.

While Gustafsson confirmed that there are no immediate plans for collaborations specific to the Indian market, she remains open to future possibilities. “When something resonates, we will explore it,” she stated, hinting at the brand’s adaptability to local influences.

As COS prepares for its launch in India, the anticipation surrounding the brand’s arrival highlights a growing demand for quality fashion that marries modern design with traditional influences. With its unique approach to style and a commitment to sustainability, COS is poised to make a significant impact in the Indian fashion landscape.