Original Coverage: A luxury version of H&M is taking over in 2025 — and making it cool to be basic

H&M-owned fashion label COS is one of the “hottest brands” of Q1. The brand has created basic clothes that people actually want to wear. COS shoppers no longer have to turn to brands like Byredo and Le Labo for luxury fragrances. It’s technically a runway brand that sells luxury-adjacent garments, many of which lean into the old-money aesthetic. But its products retail between $15 for small items like socks and $1, for shearling coats, and aren’t as expensive as those from retailers from retailers like Thega Veneta and Loewe. It also boasts brand ambassadors like Jodie Turner-Smith and celebrity fans like Adrien Brody for its good enough for Hollywood actors, such as Mannequin Mannequins and Emma Watson, to model for it. It is also selling utility bags, cropped polos, and tinted sunglasses specifically for men, which appeals to current trends while remaining timeless. But the brand is still equally catering to the rest of its customers with its $99 barrel-leg trousers.

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