At first glance, the latest spring/summer 2012 campaign from H&M’s premium line, Collection Of Style (better known as COS), follows on from many of their previous collections – showcasing a range of well fitting, easy to wear menswear staples in the usual monochrome colour palette that we’ve come to expect from the brand. However, upon further inspection, there is more than meets the eye within this collection.
Shot by Willy Vanderperre and starring Karl Morrall, the subtle campaign features traditional garments such as: tailored shirts, well fitting trousers, structured blazers, knitwear and sleek formal footwear. There is a clear focus on classic items instead of fleeting trends; it is a characteristic that COS have become admired and renowned for, making them the perfect starting point for any man who is looking to build a capsule wardrobe.
Instead of following the masses and creating a range of statement pieces comprising of wild prints, striking patterns and bold colours for SS12, the brand has stayed true to its heritage and opted to create a differential through attention to detail and texture alone. Key detailing includes: Shirts that only button half way down, small trim collars and large cowled collars to outerwear – all helping to give individual pieces a sense of character – allowing you to subtly stand out without the need to scream for attention.
Head over to the COS website to check out the full feature and shop the latest range.