The high street has had its fair share of challenges over the last decade or so. While in the Noughties it was a place of abundance and innovation, now it seems as though every week sees another beloved name fall by the wayside, a victim of the increasingly digitised shopping space. There are a few brands, however, that have managed to not only weather the storm, but move with the times and create a coherent aesthetic that people genuinely want to buy into – Cos being one such example.
Known for its minimalist design aesthetic, when it first launched back in 2007, Cos became a byword for a certain sort of “art teacher” aesthetic. Neither outdated nor fully contemporary, it arguably struggled to appeal to the skinny jean-clad twenty-somethings that pounded the pavement outside its stores. Yet, fast-forward 20 years, and it has become a market leader in directional yet polished pieces that appeal to everyone, whether they’re 18 or 80.
As a shopping editor, when I’m looking for affordable wardrobe staples with an elevated twist, Cos is always my first port of call – and this season is no different. While famed for its tailoring, this season the brand has leaned into the utility look, with sand and khaki hues dominating the new-in section and materialising in oversized shirting, cargo trousers and multi-pocket jackets. There are also plenty of the clean-lined staples that Cos is known and loved for: think white tank tops, tailored shorts, jersey dresses and minimalist tote bags.
Scroll down to see and shop Vogue’s edit of the best pieces from Cos’s new-in section.
