COS is on a roll rn. Over the past month, the London-based brand launched its SS25 collection with the chicest runway show in Athens, and topped Lyst’s “hottest brands” chart by ranking sixth on the Lyst Index.
For the first time in the Lyst Index history, an accessible brand has entered the top 10 of Lyst’s hottest brands. COS ranked sixth on the Lyst Index for 2025’s Q1, with a 44% increase since the last quarter – leading the movement for the recognition of mass-fashion in the luxury sector and highlighting the power of accessibility in the fashion industry. With the imminent recession incoming, and the luxury sector getting more and more unattainable for the aspirational consumer, COS offers the luxury experience without the luxury price tag.
But that doesn’t mean COS compromises the quality of its collections. The brand is known for bringing sleek designs with good quality, durable materials and great craftsmanship to the mass market.
“I think it’s important that we deliver something that the customer wants to have because if not, it’s just another material brought into the world with no future,” COS design director Karin Gustafsson told us last month, highlighting that the team focuses on making pieces that will last a long time – in terms of durability but also through functional and timeless designs that don’t succumb to trends.
The maximalism/minimalism pendulum has shifted back to more minimal silhouettes since the start of the decade. And through the anti-trend movement of quiet luxury, with houses like The Row and Loro Piana leading the aesthetic, as well as microtrend tiredness causing the culture to chill out and invest in uniform staples, elevated, functional and laid-back designs are winning atm.
COS provides that luxury uniform aesthetic. And it’s very popular: COS’s minimal bowling bag saw a demand increase by 262% in the past three months. And with its SS25 runway show back in April, rivalling any luxury house, COS is further establishing its important position in the industry as the perfect medium between accessibility and aspiration.
Featured images COS©
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