by The headline act on the fourth day of the New York Fashion Week had all the trademarks of a typical designer run, including a pulsating soundtrack and a first row with Hollywood stars. However, there was a turn. Instead of a luxury brand that staged the show on Sunday, it was the High Street label COS.
The Swedish label, which was founded in 2007 by the H&M group, welcomed guests, including the British actors Jodie Turner-Smith and Naomi Watts and the singer Lauryn Hill, to a former rope factory from the 1890s in Brooklyn.
The brand has now been used as a storage room and had built a huge, bubbled walkway made of concrete effect, around the rows of steel benches. The brutalist style also extended to the clothes with a color palette made of metal gray tones and charcoal. Excessive coats from cashmere to leather were painted firmly with thin belts. The pants that select gloves from the gloves, while reversal knives on shirts and jumpers.
The appearance of COS on the schedule of this week, which consists between American brands such as Ralph Lauren and Coach, reflects a greater attempt by the high street to go beyond the rapid reputation.
On Thursday, the sister brand of COS, H&M, the London Fashion Week starts with a show by Katie Grand, a British creative director who regularly works with Marc Jacobs and Prada, with the Vogue models Alex Consani and Paloma Elseesser. In August, Topshop returned to the catwalk on which Cara Delevingne could be seen on the Trafalgar Square after seven years of absence.
Joy Montgomery, the purchasing editor at British Vogue, says that High Street brands have a growing pressure to win customer loyalty, an achievement that is “increasingly difficult if you take into account the event of the cost of living, the closure of highways, and the stratification of the market between the ultra-fast fashion and Ultra-high-high-end-luxus.
This type of “luxewash” also extends to high street brands that work with designers and celebrities. Zac Poznan, who cut out a name for his label of the same name by dressing Rihanna and Sarah Jessica Parker, designs Gap. The Creative Director of Uniqlo is the ex-chloé and givenchy designer Clare Waight Keller, who is primarily known for the design of Meghan, the Duchess of Sussex’s wedding dress. In the meantime, Zara worked with everyone, from Kate Moss to Stefano Pilati, and Mango worked with Victoria Beckham, a trend that was led by H&M when it started his first collection with Chanel’s Karl Lagerfeld in 2004.
While COS ‘catwitches are usually higher than the main collection, they are still a fraction of the price for designer brands. The show on Sunday included a leather funnel top for £ 299 and a draped MIDI skirt that costs £ 229. There were also several four-digit coats, including shiny pony hair and collar-free shearling versions.
While COS previously delimited its catwalk collection from its main line in the branches using the Sub-Brand COS studio, the brand decided to drop its name.
Before the show, his creative director, Karin Gustafsson, who has been with the brand since it was founded, said it was to avoid confusion. “All of our work is about making the best kind of product.
While higher prices and limited availability are part of the perception of luxury, the nursing labels in High Street brands often tell a different story. Synthetic fabrics such as polyester and nylon derived from oil are often listed.
Montgomery says, while Catwalk shows can cut through the noise of online marketing “, it is by no means a solution with a size.
Gwyneth Paltrows Label -Rebrands
In the past, Gwyneth Paltrow used to present a presentation in a design gallery in Tribeca to open her fashion label. It was previously known as a G label and sold on its wellness and lifestyle website Goop and is now called Gwyn.
The rebrand is part of a wider new configuration at Goop, the company that it founded in 2008. Last year she put 18% of his 216-member workforce and reduced its far-reaching product lines to concentrate exclusively on fashion, beauty and food.
While Goop is regularly mocked, Paltrow understands the power of marketing and regularly plays into his controversy. The stunts include a candle with “This smells of my vagina” and recommend a golden vibrator of $ 15,000 in its annual gift guide.
However, the GWyn collection is fully. Based on the soft stream clothing order, which she improved in Utah Court during her court in 2023, it consists of cozy knitting and gently tailor -made pieces.
Paltrow said that chunky jumper and spray -density barn jackets were spent in England from their time, but that their style was ultimately rooted in New York. “I have a style that has not changed so much. I was brought up on the Upper East Side and mixed up neat button downs with my own things, so that my clothes still reflect it today.”
