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Home > Videos > Who is COS ?

Who is COS ?

access_time 00:02:48

Cos, h&m’s creative line based in london and created in 2009, is available today in 20 countries. the very architectural and minimalist spirit of the clothes is attracting more and more a stylish and devoted customer who likes to find the basics of a wardrobe (the white shirt, the black dress, the pea coat, etc…) mixed in beautiful materials but at affordable prices. just like acne or other scandinavian labels, cos is linked with different forms of art, up until to collaborate with the biggest museums, like the latest to date: the art installation by numen at the palais de tokyo in paris, part of the exposition “inside”. an exclusive interview at the palais de tokyo with karin gustafsson, head of womenswear design.interview: karin gustafsson: our head office is in london with 150 people and we are owned by h&m, but we are very separate on the everyday work basis. we think london is a really good place to be when creating a collection, and being part of a creative team, it’s a very international city, and we very much consider ourselves as an international brand, but with a scandinavian heritage.we start off every season with a blank canvas and it’s me and martin who’s head of menswear who works closely to set the final directions. but to start with, we invite everyone in the team to hand over whatever they’ve seen lately that has inspired them, and it is mostly art that we look towards and architecture and maybe film or music, and i think we try to weekly or at least monthly go out and see an exhibition in london.colours of course are really important but i think a big part of our collection is about essentials and everyday basics, and i think because of that, natural colours like white, grey, black, navy are so important, but then many shades of these colours. in our collection you will always find a white shirt, for us the white shirt is such a great garment, you can wear it in so many different ways and also you can redesign it and reinvent it in so many different ways.free music/bandit & nikit