Swedish fashion brand Cos’ head of label Marie Honda looks surprised when she is told that the sleek label she is in charge of is a “cult” favourite of industry insiders.
“That is the first time I have heard that,” says the soft-spoken 38-year-old Swede with a smile, during an interview with Urban.
Cos’ head of label Marie Honda (above) says the brand’s style is “timeless”. PHOTO: COS
The six-year-old brand has been compared to high fashion minimalist labels, such as Celine and Jil Sander, by those in the industry for its clean, classic pieces with a twist.
The label, whose name stands for Collection Of Style, opened its first store in South-east Asia a week ago at 03-23 Ion Orchard. The brand is run by the same parent company as Swedish fast fashion giant H&M’s.
The 5,900 sq ft space in Singapore carries the brand’s full women’s, men’s and kids’ collections, whose items range in price between $29 for a top and $690 for a coat. The store also boasts a unique accessories wall featuring shoes and jewellery that makes use of a rectangular area in the middle of the deep, winding space.
London-based Ms Honda, who is married with a baby girl, says that the Cos style consists of timeless, modern pieces “we all believe we need”.
Cos Autumn Winter 2013. PHOTOS: COS
The half-Japanese and half-Swedish designer points to a piece from the Autumn Winter 2013 collection (above) in the store – a white shirt with a voluminous, circular bottom, as an example of Cos’ classic style with unexpected and interesting touches.
“The Cos woman has a big city mindset,” she says, adding that this does not necessarily mean she lives in a densely populated city. “She appreciates quality and design and is aware of what is happening around her, whether that is politics or culture.”
Fans of the brand here will also be able to shop at Cos’ second location at Westgate mall in Jurong East by the end of the year.
The label, which occupies a sweet spot between high street and high fashion prices, has enjoyed significant global expansion and demand for its wares in the last two years.
The brand opened its first non-European location in Hong Kong last year. It has since followed up with stores in mainland China, Kuwait, the United Arab Emirates, Turkey and Singapore.
Next spring, the brand will also open its first store in the United States in New York City.
“It felt right,” says Ms Honda, on why the brand decided to veer beyond its European borders last year. “We had great feedback from all the markets we were present in over our first five years and we felt ready.”
In terms of design, although comparisons to brands such as Celine are “fantastic”, it is not something the in-house design team thinks about, she adds. In reality, Cos collections often take their style cues from art and architecture.
For instance, the Autumn Winter 2013 collection, with its weathered, natural colours, stems from nature-inspired photography, the designer explains.
The brand has also collaborated with and sponsored events through art institutions, such as the Frieze Art Fair and the Serpentine Gallery, both in London.
When asked about Cos’ aspirations for the future, Ms Honda does not lay out any grand ambitions or master plans.
“We are still fairly young, only six-and-a-half years old,” she says, pointing to the brand’s youth. “We are very fortunate to have sustained the brand and we just want to make sure it evolves in the right direction.”
This article was first run in The Straits Times newspaper on November 22, 2013. For similar stories, go to sph.straitstimes.com/premium/singapore. You will not be able to access the Premium section of The Straits Times website unless you are already a subscriber.