New Cos campaign focuses on “exploration of modern simplicity”

Cos has unveiled its new SS24 campaign starring British-Japanese musician and actor Rina Sawayama, German model Anna Ewers and English actor Jack O’Connell, among others.

Shot in Mexico by Karim Sadli, H&M Group’s London-headquartered mid-market label is sticking to its mainly minimalist profile with “an exploration of modern simplicity”.

Also featured in the campaign are German model Leon Dame, Argentine model and actor Mica Argañaraz, South Korean model Xu Meen, Canadian model Awar Odhiang, and Senegalese model Dara Gueye. 

The company highlighted the “diverse cast” that has been shot against a blue-sky horizon over the ocean, as well as in the studio. We’re told Sadli “embraces the peaceful surroundings, capturing the talent in a sequence of captivating images”.

Those images feature a collection that celebrates “simplicity and thoughtful design [and] balances modernity and traditional craftsmanship”.

The collection itself is described as a “new vision of everyday luxury”. The “powerfully understated” offer, “discerning in detail, champions intriguing textures and assertive silhouettes to form an effortlessly timeless wardrobe”.

Pieces available include “elegant tailoring [that] leans into summer with sleeveless structured blazers and fluid wide-leg trousers”. There are also “timeless staples, refining the classic trench coat, leather biker jacket, and romantic day-to-evening dresses”.

And a curated selection of “retro-inspired leisurewear styles and versatile coordinated sets with laser-cut details elevate the everyday”.

The colour and print stories are inspired by nature with leaf designs and soft neutrals in sand and stone, complemented by a “bold yet sophisticated red and varying tones of blue”. 

Cos has seen major bags success in recent months and accessories include a slouchy, oversized leather bag, and “nostalgia-inspired” Cos × Linda farrow sunglasses.