H&M Group’s London-based COS label has unveiled its mood-driven AW25 campaign and collection where “effortless elegance meets understated ease”.

COS remains one of the overperformers in the H&M Group portfolio and its collections and campaigns are ever more closely watched as a result.

This collection, we’re told, is defined by fine materials, precise tailoring and subtle yet striking details within its “quietly expressive design language”.

It’s all captured by photographer Carlijn Jacobs in an intimate London studio, featuring model Angelina Kendall alongside Colin Otto and familiar faces from COS’s shows and campaigns, Awar Odhiang, Sora Choi, Badhiel Nyang and Long Li.

This season sees rich experimentation across fabric and finish “bringing depth and new dimension
to the collection”.

A palette of dark, inky hues – black, gunmetal, khaki and deep navy shades – sets a sophisticated foundation. Textural contrasts – matte versus sheen, shearling against leather – are further explored through croc and pony-effect finishes, introduced across ready-to-wear and accessories to enable considered yet refined layering.

Womenswear offers a curated wardrobe designed to transition from day to evening. Structured 1950s-inspired silhouettes emphasise the waist with feminine cuts and open necklines, while a wool coat is shaped by rounded, meticulously constructed lines.

Material interplay comes through set dressing featuring matching flannel and wool pieces, “creating balance and poise”. Sculpted cashmere and draped volumes “introduce softness and movement, contrasting with the precision of tailored pieces, while relaxed knitwear and outerwear are styled with pencil skirts to evoke confident femininity”.

Menswear unwraps heritage references through outerwear, heavy knitwear and relaxed tailoring, with traditional forms reinterpreted, think inside-out lapels, oversized proportions and sharp shoulders bring an edge to classic designs.

Tonal layering and complementing fabrications offer a contemporary approach to set dressing, rooted in versatility and ease. Tactile richness – from basketweave knits to mélanges and rib detailing – brings warmth and dimension, while clean, streamlined silhouettes balance structure with fluidity.