Last week marked the day that COS opened their new concession at Selfridges at Exchange Square, Manchester. This was followed shortly by Thursday's sneak preview of their eagerly anticipated A/W 10 collection;

For those who are unaware of the name COS(standing for Collection Of Style), is H&M's bigger and more sophisticated sister. COS pride themselves on garments of longevity by using high quality fabrics, unusual, interesting cuts/fits and tending not to be too trend led. Currently the concession is stocking pieces pieces from their S/S 10 collection, including casual wear, evening wear and accessories but they stress all items from their collection are so versatile, they can be worn day and night.

The newest addition to Selfridges can be found located on the Second floor, nestled away with all the high end brands like Paul Smith, Alexander McQueen and Cavalli. However these brands don't overshadow COS's clean aesthetic, minimalist merchandising and typically Scandinavian styling. Price point spans from £5 up to £250(for heavy winter outerwear), which fits in charmingly with the Selfridges customer wanting something a bit more individual.

A presentation of the A/W 10 Collection was all explained by COS Creative Director, Rebekka Bay, with help from a well styled model. She talked about the theory behind the brand's styling. Playing with proportion is big for the collection, teaming mini tops with long maxi dresses or oversized smock shirts with tiny skirts. Another big thing for next season is taking wardrobe staples and giving them a contemporary twist, for instance, tweaking the classic Breton long sleeved t-shirt and swapping the blue stripes for racing green and adding leather pockets. These little touches help COS from becoming just another hi-street brand and becoming one which demands attention.

The quaint space which COS occupies is immaculately merchandised, which works superbly with their minimalist approach to wardrobe staples. They stress that all pieces can work perfectly together with one another and urge you to try combinations that you normally wouldn't dream of. Staff were on hand to help with customers queries and questions about the cuts and fits of garments, who in turn were all dressed impeccably.

The newest addition to Selfridges at Exchange Square, Manchester is set to gain a cult following within weeks, for their versatile and direction pieces. Hopefully menswear will follow suit shortly.

Words and images by Matthew Pike.

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