H&M label Cos to show at Pitti Uomo

Swedish label Cos regularly features collaborations with contemporary artists, and it has turned to the world of dance for its first participation to Italian menswear show Pitti Uomo. The Florentine event, scheduled on 12th-15th June, is the stage chosen by the H&M group’s brand to unveil Soma, a men’s capsule collection featuring some of Cos’s evergreen items.


A look from the Soma capsule collection - Cos

The performance, which focuses on men’s everyday rituals, will be directed by choreographer Wayne McGregor. “Soma is a genuine exploration into what the everyday essentials in a man’s wardrobe mean for us,” said Christophe Copin, who was put in charge of Cos’s menswear collections last July. “Every last detail has been conceived thinking about how men wearing our clothes move,” he added.

Once again, Pitti Uomo will be making its mark as a venue for experimentation, and as a performance and communication hub, even though it is rare for a fast-fashion brand like Cos to feature at the Florentine show. “We are delighted that Cos, an icon of style and high quality at accessible prices, has chosen the 94th edition of Pitti Uomo to launch its new menswear project,” said Raffaello Napoleone, the boss of show organiser Pitti Immagine.


The Soma collection consists of evergreen essentials - Cos

The Soma show will be watched live by the Pitti Uomo audience and will also be streamed on the Cos website. The collection will be available on Cos’s e-shop and at the label’s store in via della Spada, Florence.
 
Cos has a more upmarket positioning than H&M, and it is sold via a network of over 215 stores in 36 countries. 

Translated by Nicola Mira

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