COS is full of high-quality minimalist pieces – this is what I’m adding to my basket this week

I won’t lie to you, I used to be scared of Cos. It always felt far too grown up for me. The flawlessly tailored trousers, the crisp cotton shirts, the sophisticated A-line dresses that practically scream ‘I run my own business and go wild swimming in the local ponds’. If I were to walk into a Cos store, people would take one look at me and instantly know I haven’t picked up an iron since 2019. 

But then something changed. Cos maintained its reputation for high-quality, contemporary elevated basics, but the clothing became more wearable. More attainable. Less prim. A bit like when you drag your particularly discerning and reluctant friend to Wetherspoons and they take their first sip of G&T and say: ‘Not bad for £1.99.’ Basically, Cos just chilled out a bit.

Thanks to a lack of growth and declining sales during the pandemic, Cos underwent a rebrand towards the end of 2020. The AW20 ‘New Perspectives’ campaign focused on inclusivity and celebrating contemporary creativity. A diverse mix of 15 young people modelled the clothes. The collection was plastered on billboards in Lambeth, Southwark, Hackney and Tower Hamlets. Tower Hamlets. The brand was no longer exclusively for young mums who swim in ponds and greet each other with air kisses. It was for everyone. Even those of us who drink in Spoons.

Now, the ‘new in’ section of Cos is full of chic minimalist pieces, timeless wardrobe staples and sharp silhouettes, with prices hovering between high-street and high-end (though in my opinion, the clothes look way more expensive than the price tag). They’ve upped their sustainability credentials too, with 92% of their ‘responsible edit’ made from more sustainably sourced materials, such as organic and recycled cotton and Bananatex (strong, technical fabric made from naturally-grown banana plants).