COS has just organized a major fashion show in Rome and the London brand, owned by the H&M group, returns to the catwalk for its first event in the Italian capital.
With the brand's core SS24 and Atelier collections, it took over Corsie Sistine, part of a 15th-century hospital that is the oldest in Europe and has been preserved and restored.
The staging included a contemporary walled structure, made with recycled voile, that contrasted with the historic site. Models, including Italian Mariacarla Boscono, wore 33 looks surrounded by 13,000 square feet of frescoes.
A selection of the items shown are available immediately in stores and the brand's webstore, with additional pieces launching throughout the season. The Atelier collection will launch at retail next month.
The main collection shown in Rome focused on “airy, stimulating volumes and transparent fabrics in delicate layers. [that met] Soft, sculptural lines, combining elegant draping with tailored precision.”
Atelier's offering included statement looks with hand-pleated shoulder pads, fishtail skirts and flowy lengths. Tailoring and knitwear featured elongated hybrid sleeves and inward-folding lapels.
The brand also experimented with “technique, material manipulation and cutting” to enhance the surface texture of leather jackets, ballet flats and loafers. And the wide pleated pants, made with custom paper molds, featured hand-painted edges.
These events are clearly important advertising vehicles for high street brands and help to distinguish them as more than just the competition.
Therefore, it is also important to get celebrities to attend and in this case, COS achieved a strong mix spanning entertainment and social media from the Americas, Europe and Asia Pacific.
Among them were Pamela Anderson, Jack O'Connell, Minho Choi, Pruk Panich, Alberto Guerra, Ryo Ryusei, Aisha Dee, Adriano Giannini, Coco Rebecca Edogamhe, Valentina Bellè, Josh Heuston, Caro Daur, Jihoon Kim, Beka Gvishiani and Liz Oops.
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