The year was 2012. PSY had the world galloping to “Gangnam Style”. Robert Pattinson made his final bow as Edward Cullen in The Twilight Saga: Breaking Dawn – Part 2. Taylor Swift released Red, the heartbreak album that would define a generation. And in a twist that shook the Upper East Side, Dan Humphrey (played by Penn Badgley) was unmasked as Gossip Girl. It was also the year COS made its Asian debut, opening its first outpost along Hong Kong’s Queen’s Road Central.
Inspired by contemporary culture, the London-based Swedish fashion brand has long been celebrated for its sleek, sophisticated, and highly covetable wardrobe staples and elevated essentials designed to stand the test of time. With a sharp focus on quality and considered design, COS, under the design direction of Karin Gustafsson, crafts collections that effortlessly marry function with timeless style.
Now, 13 years and several flagships across Asia later, the Hong Kong store is getting a major update. Fresh off its see-now-buy-now fall/winter 2025 runway show at New York Fashion Week, COS invited me to rediscover its storied outpost, and I gladly obliged. After all, this was the first and, for a time, the only gateway to the London-based Swedish brand in the region.
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Located in Hong Kong’s prime shopping district, the newly revamped store presents the brand’s latest collections in a space that blends modern design with sustainable innovation. Step inside and you’re greeted by COS’s newest and most coveted pieces—from small leather goods to accessories—displayed on tables crafted from recycled cellulose fibres and coloured with natural pigments by Paper Factor. Just behind them sits the runway collection, not available in Singapore, showcased on sleek aluminium rail systems and shelving by Smile Plastics made from recycled materials. Underfoot, terrazzo floor tiles by Grassi Pietre are paired with hand-tufted wool rugs by Kasthall, adding warmth and texture to the clean, architectural space.
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As you move further into the store, a cosy seating nook awaits beside the stairwell, tucked beneath a faux skylight. Birch plywood chairs designed by Paris-based studio Goons offer contemporary yet inviting forms, setting a relaxed tone. Elsewhere, vintage Alky chairs by Giancarlo Piretti marry comfort with design heritage, while Bon Bon lamps by Helle Mardahl punctuate the space with playful bursts of colour. In the fitting rooms, NOR11’s hand-upholstered daybeds introduce a soft counterpoint to the dark wood and modern furnishings. And if you ask me, this is the space you’ll love most; it’s perfectly lit, with floor-to-ceiling mirrors made for that flawless fit-check photo (and video).
FOR HER
This season, Gustafsson reimagines feminine dressing through an architectural lens. Cocooning volumes and sculptural draping are balanced by cinched waists, high necklines, and soft, flowing silhouettes—a contemporary nod to the 1950s New Look. Rendered in a refined palette of black, steel grey, and deep navy, the womenswear collection is enlivened with sheer panels and tactile finishes. A standout, the softly sculpted silk dresses promise effortless day-to-night versatility. Accessories and footwear mirror the same understated sophistication, with sleek leather loafers and sock boots completing the looks. In short: A study in elegance, ease, and modern sensuality.
FOR HIM
While womenswear explored the balance between sensuality and sophistication, menswear focuses on utility and innovation through functional tailoring with a contemporary edge. Oversized proportions, sharp shoulders, and tonal layering refresh classic cuts, while sartorial details—buttoned epaulettes, functional pockets, and coordinated trousers—introduce structure and refinement. Basketweave knits and chenille textures add warmth and tactility to the polished silhouettes. The looks are anchored by timeless leather boots and trainers in tonal colourways, reinforcing a modern, effortless masculinity that is both considered and quietly confident.
All photos: Courtesy of COS