About 75% of my wardrobe is from COS. Have worn it ever since they opened their first store on the corner of Great Marlborough Street and Regent Street. I buy several items a season although in recent years, have waited until their sales as they always overstock and everything ends up being discounted.
I find their designs and my interest goes in cycles. The last time I really loved COS was when Rebecca Day was at the helm. After she left, I didn’t buy anything for several seasons. Then, suddenly, COS very much returned to its former glory and I started buying again. (I think this would have been 2017/2018). Then the pandemic happened. Obviously, I do understand that many brands reconsidered their offering, and many started to produce more relaxed lounge wear. COS definitely did this..
About six months ago, maybe a little longer, they changed their design and marketing strategy. Their branding changed, as evidenced by their new labels and (very dull) new shopping bags. They also changed their ethos and COS is now all about everyday luxury. Except I don’t find anything about their latest collection particularly luxurious at all. More man made fabrics are creeping in, and the designs are dreary and really rather pedestrian. They have also started to merchandise each store in exactly the same way so there is now a bland uniformity. Previously, as each store did things their own way, I often found items in one store I hadn’t noticed elsewhere. Now, I can walk in, scan the rails and at a glance see that there is nothing I haven’t already seen elsewhere. I was in their Covent Garden store earlier today and nothing really grabbed me. Usually at this point in the season, I have quite a few items earmarked. Presently, there is nothing. I really hope this is just a blip and rediscover their flare. COS were genuinely groundbreaking and individual when they first opened, but now, now it’s a shadow of its former self.