Simplify simplicity/COS

When it comes to COS I can not say,that I've always been cool enough to think about it as one of my favorite shops on high street. Since moving to London almost 4 years ago, I struggled quite a lot when it came to finding my own personal style. In a last year or so, it has changed and I've realised something that has been in front of me for a very long time- my wardrobe is full of basic items, which mostly won't go out of style so easily. Everything else in between these basics- well, its all phases which come and go. You know, just another try to fit in with another new trend.
Well, that was when COS came into my life and made shopping for me so much easier.
 I think COS is a perfect brand on high street when it comes to keeping up with seasonal trends and still keeping their own signature in their designs.
Their Scandinavian minimal signature look which is really traditional in terms of fashion, but always have a little modern twist, is what brings me back to their store and makes me want to buy every single piece off their hangers. I like COS that much, that I don't mind paying that little extra comparing to other high street stores like River Island, Topshop, H&M and of course, it's biggest competitor- Zara. As they say, you get what you pay for and when it comes to fabrics, COS has really something special to offer. From cashmere cardigans to scuba-dresses, COS has it all.

close up photographs of COS new collection. AW 2011/2012

COS designers tend to love using idea of something really simple and basic. They change it in a simple moders way, which looks so fresh, up-to-date, a lot like high-fashion items in store and not at all over the top. Just so subtle and beautiful.

 COS turtle-neck : really simple item but this colour is so up-to-date with trends on high street shops, high fashion catwalks and on the streets.

 Mixing different and most unexpected items is so easy in COS, cause everything is so thought through and nothing too much over the top, so it's hard to get it wrong really.

 The idea and signs of really thinking the simplicity in the garment through, is what I admire when I look at COS products. It can be something like this jacket with a really simple shape and colour. What makes it different, beautiful and modern are the small things- like the raw cut-out edges around the nect and shoulders and the way the facing is done in a same raw and modern way.

 COS AW2011/2012 campaign 

COS's branding team has done a brilliant job with working on their personal identity. It is so easy just be known as "H&M's more expensive brand" even thought it is so much more. They have created a whole lifestyle brand around these Scandinavian minimalistic clothes with a modern touch. You can see that very special identity when you look at their campaigns, look books, clothes, windows and feel that when you walk around the shop and take your time there.
You can grab your personal copy of COS magazine from every shop. What is interesting about it, is not that its only different products, advertising and looks from brand's seasonal looks(like it always is with most of the brands), but there is more concentration and articles on interesting people, exhibitions and events happening all over the world. For me, this is a perfect example of how COS is more than just fashion at this point now, they are creating their lifestyle image.

 simple dress with a straight cut made out of scuba material and using colour blocking trend.

 hats- so Roksanda Ilincic 2012
bags- very Celine look-a-like

Usually, high-street shops make me rather nervous because there is never enough space and always to many people. With a COS it's different again.Don't get me wrong- it is full of customers, but there is so much air between the rails, the interior design as a whole is really light and airy, it's not too packed on the shelves, so you can actually see everything that is out there and there is plenty of seating area, sofas etc in the shop(which you usually don't find in high-street shops). These are small things but they really make me enjoy shopping more and stress less.

 

Shop windows - so minimal