Swedish sensibilities

Womenswear and menswear from the COS Fall/Winter 2013 collection. Photo provided to China Daily

For COS' Fall/Winter 2013-14 collection, the inspiration for both mens- and womenswear was nature's drama and people's reaction to the outdoor theater by cocooning indoors, all delivered with the brand's precise tailoring.

Rounded silhouettes, such as shoulders with brushed wool cut into kimono sleeves, are worn over a demure pencil skirt stopping just below the knee.

Sculptured coats in heavy wool feature high waistlines to feminize the linear geometry of its lines. Shoulders are emphasized, either by bearing one with the other softly covered or with cut-out notches along side hems.

"I feel that the new sharp shoulder silhouettes seen on many of our asymmetric pieces provide definition and feminize a look without revealing too much," says Gustafsson.

For the boys, fitted wool blazers are collar and lapel-free, outfitted with concealed buttons for clean, minimal forms.

The cocoon effect is also seen in menswear, in a gray wool blazer that takes its cue from the fabric it is made from and offers no structure across the shoulders for a rounded look. Casual hoodies stop at just above the hip, with slightly balloon-shaped arms.

Colors for both men and women come from the minerals in mountains, muted shades of sand and sea green for daywear, while black and midnight blue dominate evening wear.

Voluminous shapes juxtapose slim-cut and body-hugging pieces. Soft leathers give trousers a rebellious flare while natural materials, such as silk, cotton and wool crepe, comfortably drape the body.

"The dramatic scale of nature inspires both the cut and cloth for the upcoming season," Gustafsson says. "The minimalist construction of tailoring is at the forefront, as are textured fabrics.

"We like to revisit and reinvent our classic pieces, like our classic white shirt with an elasticized bottom that gives the item a subtle design edge. Yet the garment remains functional and can be worn either in the office or with jeans to dress it down."

Women's accessories for the season include a folded leather clutch that doubles as a shopping bag, classic high-heeled pumps and a simple leather brogue, all in rich chocolate brown.

Men can add finishing touches such as a round-toe Derby shoe with peekaboo white trim, black leather and navy wool gloves, and a bag in black wool and leather that's perfect for transporting laptops or iPads to the office.

"We think our customers are style-conscious, confident, have a big-city mind set, and are up to date with what is happening in the world - from art and music to politics," Gustafsson says. "They want value for money, good service upon request and an inspiring, pleasant shopping experience."

She isn't surprised to see how quickly COS has taken off in China since the first Hong Kong shop opened last summer. "China is a country renowned for its diversity and we feel that our modern, tactile, functional and timeless collections, as well as our external interests, such as architecture, design and art, are aligned with the interests of our existing and potential customers in the country," she says.

"We are happy to see that the COS brand is being well received by our Chinese customers in all cities. We hope to continue this success as we continue to expand throughout the country.

"The Chinese market has such a thriving fashion industry that is continually growing and developing. I feel that because of this, there is room for any brand to thrive, whether it is a luxury label or a more mainstream brand."

If you go

COS

Parkview Green Shopping Center, 9 Dongdaqiao Lu, Chaoyang district, Beijing. 010-5690-7890.

74 Queen's Road Central, Hong Kong. 852-3580-7938.

www.cosstores.com.