Inside The Cos SS22 Collection with Creative Director Karin Gustafsson

4 October 2022
By Fashion Quarterly

Creative Director Karin Gustafsson from COS tells us about the future of the cult brand, their direction toward a more circular economy, and what to expect this season...

Karin Gustafsson, Creative Director of COS

Tell us about the inspiration behind the new collection.

For Spring Summer 2022, we set out to push the boundaries between comfort and luxury, exploring contrast and revisiting our signature minimalist tailoring. We took linen styles – soft and tailored, and combined this with bold fashion pieces in graphic prints.

How do you imagine the collection being worn and styled?

We see the timeless wardrobe staples in our collections – soft neutrals that build the foundations, styled with colourful or printed pieces, allowing the wearer to express their individuality and wear their favourite garments time and time again. 

There are some beautiful bold colours featured within the collection alongside some more restrained hues – neutrals, blacks, khaki. Can you explain the inspiration behind this decision?

We chose bright colours such as cyan and sunshine orange to sit alongside our neutrals. We continue to offer our classic styles in neutral colourways – our essential wardrobe pieces are so key to what we do, but this season we also wanted to use colour to uplift, create mood-boosting energy and inspire our community with unexpected combinations.

COS SS22
COS SS22

Can you tell us about COS’ move towards a more sustainable circular economy?

At COS, we are always learning and evolving to identify the best materials and adapt our collections to use sustainable fabrics. Designing with circularity at the forefront is key to achieving the brand’s sustainability goals, while we also continue to honour craftsmanship and encourage the wearer to care for their pieces at home – from washing to mending well-loved items. Some fabrics do take longer to discover as we carefully consider the quality and tactility of each, but we believe in investing now to design for the future.

What are some of the challenges involved with using more sustainably sourced materials?

Our design, buying, architecture, and interior teams are continuously sourcing and trialling new and more sustainable alternatives. Within our collections, tote bags have been crafted from naturally grown Bananatex®, sandals have featured a Bloom™ algae sole, and we have much more on the way, but it is an ongoing process that needs time. The fabrics need to match our standards of quality and be both tactile and functional – we must consider what is right for the item we are looking to develop. 

What new chapters might we see on COS’ future horizon?

There is always something to be excited about, from finding new, or previously undiscovered artists and designers, to discovering innovative new fabrics and seeing the wider collections come to life each season. I’m particularly looking forward to working with new collaborators, it’s been great to work more with others from the worlds of art and design this year, it helps to look at COS in a slightly different way which makes it more exciting.

Spring is the season synonymous with new beginnings – what does spring mean to COS?

We are constantly inspired by nature. Spring brings a fresh view, and the simple seasonal changes alter our days – spending more time outdoors, dressing in lighter clothes, and embracing a sense of escapism. 

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Fashion Quarterly Winter 2023 Cover
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