Simply be Cos

Maybe it's be Cos (see what I done there? Ha! :) I spent a year in Stockholm, that I drift towards more subtle yet stylish designs, but there's something about Swedish labels that are not only trustworthy (not in the boring sense at all), but you know that you are investing in a timeless piece.

With a flash of eye popping colour amongst mostly muted, minimalist tones and design, Cos (Collection of Style), one of the five sister labels from the H&M group, really are becoming the true leaders of affordable fashion on the high street at the moment.

Offering affordable, ready to wear designs (Women, Men's and Children) here in London, (oddly opening in Stockholm after!) and expanding internationally, they are flying the Swedish fashion flag and going from strength to strength since 2007, and so if you didn't know about Cos, where have you been right? Their latest opening is in Milan - yes my jealousy creeped up as I watched my Twitter feed in a frenzy last night with people attending their Press night!

Don't be fooled by the simplicity of some of their designs and opt for basics elsewhere at a cheaper price point...if you want quality (as you deserve!), you will see that Cos are passionate about thinking fabric, detail and investment pieces to fill your wardrobe. The mantra 'Less is More' rings true, and yet they also excite with their more innovative and trend led designs.

And if the H&M brand weren't spoiling us enough with Scandinavian cool (think Cheap Monday, Monki, and Weekday), it seems, as reported last month, we will see '&OtherStories', the luxurious new label from H&M, set to launch in 2013! Can't wait!

Until then, I'll leave you with my picks of the week....Simply be Cos....

Photo: Cos

Cotton Panel Top

Sheer Patch Pocket Shirt

Matte Cuff

Photo: Cos