On Wednesday, COS, the Swedish label known for its rabid fashion industry following and its clean minimalism, made its stateside debut with a splashy store opening in Beverly Hills. For years after the H&M-owned brand’s 2007 launch, its availability only internationally was a primary reason for us to cross the pond (or to, you know, wish we could). Finally, the label stopped playing hard to get, with a pop-up shop at Opening Ceremony last year, an e-commerce launch in July and the promise of two U.S. stores opening this year in LA and New York. (The opening of the brand’s SoHo store has been delayed. Again.)
A few blocks from Rodeo Drive, the shop’s design reflects the chic modernism the brand is known for with two bright, spacious, immaculately merched floors. But with its gallery lighting and interesting lines, it’s probably no accident that the store feels decidedly more downtown LA art scene (where fellow Scandi-hip brand Acne opened last year) than Beverly Hills.
About that immaculate merch: You'll find menswear and kids upstairs, and more than half the store is devoted to womenswear. Unsurprisingly, we spent most of our time at the store opening downstairs, buried in the detailed knits, A-line dresses and structured wool coats that will leave LA’s most stylish praying for a cold snap.
Click through for more photos of the new store.