The concept brand under H&M just launched a store in SM Aura, which reflects its minimalist sensibilities.
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Many were ecstatic—us included—about the news of COS finally arriving in the country. It recently opened its first store in the Philippines at SM Aura Premier in Taguig. The 380-square-meter space is designed reflects the brand’s minimalist aesthetics and mind for sustainability.
A subtle angled arched doorway opens up into an airy space that plays with natural sunlight, where clean architectural lines are juxtaposed with innovative materials to create a space that at once feels modern yet evokes warmth. The textured cladding material extending across the staggered walls are constructed of ‘Really’, an engineered material developed using upcycled textiles such as end-of-life cotton and wool.
Launched in 2007, COS is a concept label under the ubrella brand of H&M. Expansion has been aggressive for the brand as it already has around 200 shops spread out in more than 30 countries in a relatively short span of time. As mentioned, minimalism plays a big part in its DNA as well as an aversion for trends. Instead, it focuses on casual clothing that are seasonless, which, with the world embracing home comfort fashion, is ironically appropriate to the times.
Camille Co 
Chris Nick
It’s a concept that, as the brand’s managing director Marie Honda describes to Dezeen.com, “felt like it was something missing in the market.” Even its approach to promotion is similarly simple, doing without major advertising campaigns or presentations and instead going by pocket events.
Missing link
“We are the missing link between high-street and high-end,” Honda told The Korean Herald in 2015. “We have an approach to design that is timeless and permanent. Garments should last longer, and be functional.”
Housing both Women’s and Men’s collections, the new Taguig store currently has COS’s Summer 2021 line, featuring a series of wardrobe icons inspired by the renewal of the seasons and the brand’s optimism for the future.
Embracing warmer weather, pieces remain versatile and timeless. Committed to sourcing quality materials that limit the impact on the planet, materials such as linen and hemp are chosen for their durability, while appearing weightless, fostering movement and draping. Repurposed materials are adopted throughout, with recycled nylon utilised in swimwear.
Karen Davila 
LA Aguinaldo
Ahead of the opening, friends and fans of the brand have come to preview the store, including Liz Uy, Camille Co, Tricia Gosingtian, LA Aguinaldo, Karen Davila, and Sofia and Pamela Andres. Of course, the preview abided by COVID-19 protocols, and attendees only took off their face masks briefly for photos. Social distancing was still observed.
