COS is one of the best things about a trip to Europe. H&M’s upscale brand offers Céline-like basics, Carven-esque silhouettes and on trend—but not in your face—colors, which means its Regent Street and rue de Rosiers locations are full of fashion folk in September and early March thanks to the store’s painful absence stateside.
While there’s still no word on when COS will cross the Atlantic, WWD is reporting that H&M is on the verge of launching a true luxury brand (on top of their just released Exclusive Glamour Conscious collection). They hired Whyred’s Behnaz Aram in August and placed him in the New Business department (where they manage COS and brands like Cheap Monday and Weekday). At Whyred, Aram was known for his Scandinavian take on rock n’ roll style, with skinny pants and slouchy dresses.
The quality of H&M’s regular collections might not be great, but their one off collaborations with designers like Versace and Lanvin’s Alber Elbaz are consistently praised for their attention to detail and the surprising quality of fabric given the price points. COS too, has earned a reputation for well made clothes priced below contemporary collections, which means the brand’s proven its ability to make quality clothing. Luxury, however, would demand a very different set of standards.
There’s no word on when or where the collection would launch, but here’s hoping Americans don’t have to jump on a plane to Europe to see it in person.