From Sea to Street

Ah, COS – the brand that took the concept of ‘less is more’ and ran with it all the way to the bank. Launched in 2007 emerged not with a bang, but with a minimalist, barely-there whisper on London’s Regent Street. Fast forward to today, and they’re spreading their chic, understated gospel in 259 stores across 47 countries including New Zealand.

Enter their latest creation: the menswear summer capsule. Picture this: a collection that takes the very essence of summer – the light, the warmth, the endless days – and distills it into clothing. The palette? A study in aquatic tones – think aquamarine, sage green, and a navy blue so classic it probably has its own yacht. It’s as if COS decided to take a dip in the ocean and emerged wearing the sea itself.

And who better to capture the essence of this collection than the lens of renowned photographer Go Wontae, partnered with the keen eye of cinematographer Woogie Kim. This dynamic Korean duo turned a simple photoshoot into a visual symphony, making the seaside town outside of Incheon not just a backdrop, but a character in itself. Their work in this campaign is like a love letter to the easy, breezy days of summer.