Get ready for a fashion shake-up! Cos, the London-based brand known for its sleek and sophisticated style, is breaking away from tradition and heading to Seoul for its Spring 2026 collection reveal. This off-schedule show, set for March 25th, marks a significant shift for the H&M Group subsidiary, as it's their first-ever showcase in the South Korean capital. But here's where it gets exciting: Cos isn't just dipping its toes into new waters; it's diving headfirst into a city it hails as a “dynamic, global hub of fashion, art, and contemporary culture.” And this isn't just a random choice – Seoul serves as the perfect backdrop for their Spring 2026 campaign, featuring the likes of Alexander Skarsgård, Korean sensation Park Gyuyoung, and Italian model Vittoria Ceretti, all captured through the lens of Karim Sadli.
Cos is no stranger to globetrotting for its seasonal shows, having previously graced Athens, Rome, Paris, and London with its minimalist yet glamorous aesthetic. The brand even made a four-season streak at New York Fashion Week. But Seoul? That’s a bold move, and one that’s sure to turn heads. Is this a strategic play to tap into Asia’s booming fashion scene, or a genuine celebration of Seoul’s cultural vibrancy? The debate is open!
Skarsgård, renowned for his Emmy-winning role in HBO’s Big Little Lies and appearances in Succession and True Blood, is no stranger to the spotlight. His recent projects, The Moment and Wicker, both premiered at Sundance, further cementing his star power. For the Wicker premiere, he donned a custom Cos ensemble crafted at the brand’s London atelier: an Italian wool shirt paired with high-waisted wool tuxedo trousers featuring pleated, tapered legs. Stylist Harry Lambert completed the look with penny loafers and a unique twist—two belts, one classic Italian grained leather and the other a modern double-pronged design.
Park Gyuyoung, a rising star in her own right, gained international acclaim through Netflix’s Sweet Home and has since appeared in Celebrity and the global phenomenon Squid Game. Her upcoming projects, Nine Puzzles and Mantis, promise to keep her in the spotlight.
As the second-largest brand in the H&M portfolio, Cos operates 246 stores across 49 markets as of fiscal 2025. Like its larger sibling, H&M, Cos leverages international fashion weeks to unveil seasonal collections and host special events, solidifying its position as a global fashion powerhouse.
But here’s the part most people miss: Cos’s move to Seoul isn’t just about fashion; it’s a cultural statement. By aligning with a city that blends tradition and innovation, Cos is positioning itself as more than just a clothing brand—it’s a curator of contemporary culture. And this is the part that sparks debate: Is Cos genuinely embracing Seoul’s cultural essence, or is this a calculated marketing strategy? Weigh in below—what do you think?
