Each season has its hero brands. Saint Laurent’s Le Loafers were on the wish lists of every fashion influencer a few months ago, and right now Chloé is holding sway as its 2000’s-loved Paddington bag is back on the arms of the style set. Though it might come as a shock to some that humble high street hero Cos has been named as one of the world’s most desirable brands for the last quarter.
Fashion insights site Lyst has released its report for Q3 (that’s July to September) and Cos comes in at number three on the list of most-searched for brands, only beaten by Miu Miu and Saint Laurent, which takes the top spot.
Interestingly, The Row, the Olsen sister-founded brand, ranks once place below Cos. The US label is perhaps the brand whose minimalist, muted accessories Cos’s are most compared to. Loewe, Prada and Coach were also in the top 10.
So how is it that a high street brand has become as sought-out as some of the world’s most coveted luxury labels? Firstly, perhaps we need to consider how much desirability must be balanced with affordability in 2025. Fewer and fewer people can afford the most high-end pieces we see on the runways, as luxury prices in Europe are at least 52 per cent higher than they were in 2019, according to data from HSBC released earlier this year.
And even those who can now tend to dabble in a little high-low mixing. In our Vinted-loving, thrifty era, there’s some kudos in saying that your fabulous designer-look item is second-hand — or is in fact just a well-chosen dupe.
As for how the H&M Group-owned brand has become so popular — and specifically this season (it has risen three places in the ranking within a three-month period), it’s likely to do with how expensive many of the pieces look at a low price point. As well as The Row, its Scandi look pieces are often compared to those by Toteme and By Malene Birger. Instead of £4k, a similar-ish leather tote at Cos costs you in the realm of £200. The numbers speak for themselves.
Plus its new autumn / winter collection which debuted New York Fashion Week in September was one of the most star-studded shows of the season, with everyone from singer Sampha to actor Jodie Turner-Smith and The Summer I Turned Pretty’s Christopher Briney on the front row.
Then of course, there’s the influencer effect. While not every item from Cos has the same wearability for mere mortals, there are some pieces that have garnered a cult following after going viral. You’d be hard pushed to find a fashion editor or London content creator who doesn’t own the Cos chunky sweater in cashmere, which comes in a variety of chic, muted colours and has the perfect slouchy cut.
As proof: it’s Lyst’s third most searched for item of the last season for the second year running. Then there’s the The Row dupe leather totes and its perfectly weighted crew neck tees. Again, both staples for the style set.
The Dark Romance-themed collection that was on show for this season had plenty of new wearable but considered-looking pieces that featured expensive-looking details. Indeed, the brand’s design director Karin Gustafsson insists that attention to detail is the brand’s priority. “You can see that in everything — from how it feels when you wear it, you know, what’s the volume like, how is the lining inside? I think that gives you an emotional connection to something. That’s our goal and our mission.”
If you want to buy into the latest line or pick up a Cos classic this season, here’s the 10 key pieces to have on your radar.
Merino wool high neck top, £45, cos.com
Sculpted wool blend coat, £269, cos.com
Leather heeled Mary Janes, £169, cos.com
Striped mohair blend polo jumper, £119, cos.com
Droplet earrings, £30, cos.com
Avenue tote bag, £189, cos.com
Double breasted red wool coat, £249, cos.com
Striped polo shirt, £65, cos.com
Contrast tipped wool bucket hat, £45, cos.com
