SEOUL MATES: London-based Cos, part of H&M Group, plans to present its spring 2026 collection with an off-schedule show in Seoul on March 25. It will mark the first time that Cos has staged a show in the South Korean capital.
The brand, known for its clean lines and distilled glamour, regularly takes its seasonal shows around the world and has staged events in Athens, Rome, Paris and London. It also made four consecutive appearances on the New York Fashion Week September schedule.
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Cos described Seoul as a “dynamic, global center of fashion, art and contemporary culture,” and inspired the spring 2026 campaign, which stars Alexander Skarsgård, Korean actor Park Gyuyoung, and the Italian model Vittoria Ceretti.
The campaign was shot by Karim Sadli.
Skarsgård is best known for his Emmy-winning performance in HBO’s “Big Little Lies,” with additional credits including “Succession,” and “True Blood.” His upcoming projects include “The Moment,” alongside Charlie XCX, and “Wicker” opposite Olivia Colman, both of which premiered at Sundance last month.
The actor wore a full Cos look for the premiere of “Wicker,” which was custom-made at the brand’s in-house atelier in London. The look included an Italian wool shirt paired with high-waisted wool tuxedo trousers that had pleated, tapered legs.
Harry Lambert styled the outfit with penny loafers and two belts — one was made from Italian grained leather, while the other had a more modern design with double prongs.
Gyuyoung starred in Netflix’s hit series “Sweet Home.” She has also appeared in “Celebrity,” and “Squid Game” while her upcoming projects include “Nine Puzzles” and “Mantis.”
Cos is the second largest retail brand in the H&M portfolio. It had 246 stores in 49 markets at the end of fiscal 2025 ended Nov. 30. Cos is also similar to its larger sibling, H&M, in that both brands present their seasonal collections or stage special events during the international fashion weeks.