H&M created a buzz when it opened this flagship store in 2007, and the brand has gone from strength to strength. Catering for those who have grown tired of fighting their way through a frenzy of teenagers at the sale rails, COS (which stands for Collection of Style) is the antithesis to H&M’s throwaway trend-led fashion. But what was supposed to be a grown-up sister of H&M actually looks more like Gap’s posh sibling.
The slick, well laid-out store houses an impressive range of simple, classic separates and coats, jackets and eveningwear in good-quality fabrics and both neutral and vibrant colours. Recent collections have focused on simple shift dresses, classic narrow leg suits for men, and unfussy boxy tops and skirts for women, with soft leather jackets, fine suede coat dresses and split-shoulder eyelet-embellished blazers thrown in for good measure.
Prices start at around £50 for a dress and £80 for jackets; men’s suits average between £200 and £250. The store also boasts some cute retro underwear, sweet baby gear and hip accessories (such as studded belts). There’s a concession in Selfridges.
Branches 1240126 Kensington High Street, W8 7RL (7361 1050); 130-131 Long Acre, WC2E 9AA (7632 4190); Westfield London, W12 7GB (8600 3310).