COS (Collection of Style) is a fashion concept started by H&M with a fashion show at the Royal Academy of Arts in London and the opening of a signature COS store on Regent Street on 16 March 2007. COS begins where H&M ends: featuring mainly subtle, monochrome colors, the minimalist, clean-cut pieces in the collections for men and women are created with a focus on “quality in terms of the fabrics, fit and finish”, merging “high fashion attributes with ground level pricing”, and thus “providing the look of Jil Sander for less”. The collections range from fundamental basics to sophisticated cocktail dresses and sleek mens’ suits.
