We can’t really go to London, Tel Aviv, Beverly Hills or Hong Kong yet, so COS came here instead – Manila Bulletin


London fashion brand, built with innovative design and enduring qualities, is now open to SM Aura

OF COS The store facade

It’s bittersweet that COS (Collection of Style), the London-based fashion label, is now in Manila.

When I worked in fashion magazines it was a secret to editors, especially around 2010 or shortly after it opened in London in 2007, when it had established itself in the UK and it was the store that editors would have inserted it into their busy itineraries. every time in Europe on mission or on vacation. It was then – as it still is today – one of the hottest brands on Main Street.

But even before the secret was released, COS had really been a matter of easy access. The idea of ​​timelessness, durability and functionality is deeply rooted in its DNA. When it was conceptualized in 2006, the attributes sought included investment clothing, the opposite of fast fashion, the goal being that each piece, made with innovative design and enduring qualities, will last a long time and can be worn over and over again on a variety of occasions and to accomplish various tasks.

Yet COS is more than wardrobe staples. These are not clothes that are so generic that you can wear them on a loop without anyone knowing. Each piece is designed differently, whether it’s in the fit or choice of fabric or how it falls or drapes the body.

There is a subtle statement in the way the material is to the touch or in its proportions or in the tailoring or in the soft color palette or the little touches of art, architecture or film after which each collection is very. probably conceived. Art is a big part of COS – “art is way ahead of fashion,” COS Creative Director Karin Gustaffson once said, so even a plain white shirt, when it’s COS , is a blank canvas.

COS AND A GLANCE Top left: Some of the first visitors to the first Filipino branch are Chris Nick, Sofia Andres and Liz Uy

The last time I went shopping at COS was in Copenhagen. Back then I was obsessed with white shirts, whether long or short sleeve, formal or casual, with or without a collar, and COS for me in Copenhagen was white shirt heaven. I still have those COS whites in a closet reserved for plain white shirts, although a few years ago I suddenly had this color thing and have since moved on to flowers and foliage, geometric patterns, stripes and checks, and knitwear in bright colors. .

But anyway, COS is here in Manila, an emerging hub that, before this long-lasting pandemic, was the destination for many brands around the world, be it mobile tech, foodservice, d hospitality, luxury or fashion. For many, especially those who love fashion without really knowing they are in fashion, COS is still a secret, although it is now in at least 197 locations around the world, Manila included.

It’s the bitter in the bittersweet. To get your COS fix, no need for Paris, Amsterdam, Liverpool, Prague, Strasbourg or Milan, no need for Tel Aviv or Marmara, no need for Hong Kong, Bangkok or Singapore, no need for New York, Boston, Beverly Hills or Miami. It is now in Manila. It’s bittersweet, especially now that, for many of us, travel has been put on hold.

The Manila store is on the upper ground floor of SM Aura Premier at BGC, Taguig. It’s like any COS store I’ve seen, bright and airy and light and minimalist yet warm and pleasant, a 380 square meter space that houses not only what matters about the brand. -lots of aesthetics but also its urgent call for durability. The textured siding material spanning the staggered walls, according to promotional texts, is made of “really,” an engineered material made from recycled textiles, such as end-of-life cotton and wool.

I’m a little sad that the men’s collection only takes up a quarter of the entire store, although I was glad I spotted a knit shirt – not white, but gray-green, not bronze but a sort of foam before it turns brown. I should have bought it in preview, but I’m not buying under pressure. Okay, anyway, I don’t have to travel the world to get to a COS now that he’s here.

What debuts at this opening is the wardrobe icon brand’s summer 2021 collection inspired by the changing seasons as a metaphor for the constant renewal of hope. And perfect for its arrival in Manila, COS this season embraces warmer weather, quite versatile, although it remains true to the brand’s vision of timelessness, to be worn in the city or in the countryside or on the beaches of the Philippines which are now starting to open. as well as the relaxation of quarantine measures.

COS’s biggest statement upon arriving in the Philippines, no less essential than our collective understanding that our planet is in peril, is its determination to limit its impact on the environment.

The collection you’ll see in the store that just opened at SM Aura is made up of striking pieces and relaxed essentials, but COS’s biggest statement upon arriving in the Philippines, no less essential than our collective understanding of our planet. is in danger, is its desire to limit its impact on the environment as much as possible. Sustainable fabrics like hemp and linen are a dominant choice among the store’s current offerings and many other materials are reused, such as recycled nylon in swimwear.

As an introductory gift, a limited edition recycled cotton tote bag will be offered, while supplies last, to customers who have purchased more than 10,000. Among the recipients of the gift, caught shopping the day before the opening, were Liz Uy, Camille Co, Tricia Gosingtian, LA Aguinaldo, Karen Davila, as well as Sofia and Pamela Andres.

COS Manila is at SM Aura Premier in Taguig City.



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