Chain's 'secret' sister cuts the mustard with fashionistas

PUBLISHED : Thursday, 28 June, 2012, 12:00am
UPDATED : Thursday, 28 June, 2012, 12:00am


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Although Swedish retail giant H&M is due to move out of its mega space on Queen's Road Central and make way for Spanish fast-fashion chain Zara, its affiliated label COS (Collection Of Style), opening today, has taken the 556 square metre, two-storey shop space next door.

Since its launch in 2007, COS has been a well-kept secret among fashion fans for its clean-cut, minimalist Scandinavian design combining quality fabrics with affordable prices.

The store's contemporary interior, designed by architect William Russell, who's previously worked with top design houses such as Alexander McQueen, is well in sync with COS' other 52 stores across the globe. COS' Hong Kong home has a special, cosy touch too.

The brand's director, Stockholm-based Marie Honda, greeted the fashion press on Tuesday for the preview of the store and of COS' upcoming autumn-winter collection. Many guests seized the chance to shop the collection first hand.

In terms of new-season trends, Honda said the focus would be on futuristic design influence and innovative new fabrics - think shawl-collar blazer, thick wool shift and cropped pants in earthy tones such as burgundy and acid mustard.