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Cos Debuts SS26 in Seoul With See-Now-Buy-Now Rollout

A Seoul debut with instant shopping signals the city’s rising sway in global fashion.

Overview

  • Cos staged its spring/summer 2026 runway in Seoul, marking the brand’s first show in Korea.
  • The collection went live to shop as the show wrapped, with early product pages showing low stock on key pieces.
  • Design director Karin Gustafsson cited ’80s and ’90s references, focusing on strong shoulders, fluid tailoring, and reworked suiting.
  • Materials highlighted leather, technical fabrics, linen mélanges, paper-like textures, and sheer knits in earthy tones with oxblood and cobalt accents.
  • British Vogue cast the lineup as minimalist summer dressing in tonal looks, steering shoppers toward lightweight separates in beige, brown, white, and silvery grey.