COS will debut at London Fashion Week next September

COS has announced that its next FW21 collection will be presented in the official calendar of London Fashion Week – marking its official debut within European fashion weeks. The show, like many of the others that we'll see in London, will follow a hybrid format, halfway between physical and digital, with a classic fashion show unit to a presentation of artistic portraits and moving images united in the same performance. The collection, which we will see next September, wants to witnessa new commitment and a new direction for the brand, underlining its importance with a campaign that sees as protagonists the activist Janaya Future Khan, the actress Jodie Turner-Smith and supermodels such as Raquel Zimmermann and Parker Van Noord.

The official debut at London Fashion Week marks a restart for the brand of the H&M group which, having overcome the difficult year of the lockdown, returns to the scene with an updated strategy, also due to the recent opening of a resell platform, and with a renewed commitment to sustainability, which began last August with the release of a men's activewear capsule made,  among other things, with recycled polyester and continued with the SS21 collection, which saw a further focus on sustainable materials such as organic cotton and recycled nylon. But the greatest effort that the brand has made towards the definition of a new standard of sustainability is the accentuation of the craftsmanship of the production, which has allowed to create a range of longer-lived and more durable clothes both in terms of aesthetics and material.

On the occasion of the presentation at London Fashion Week, COS will also present a new logo that, starting next autumn, will mark the redefinition of the brand and will appear on all its packaging, which will also be fully sustainable and recyclable to further emphasize the broader values of sustainability of the brand.