A new COS campaign was devised to promote the Scandinavian fashion brand's Spring/Summer 2017 collection.
All of the shots feature a female muse, who sports a natural hairstyle and wears little to no makeup. This helps to reflect the minimalist aesthetic that the brand goes for with its designs. Further promoting this are the settings of the shots, which promote the utilitarian inspiration for the pieces, as the model seems to pose throughout different parts of a warehouse.
The garments featured throughout the new COS campaign have a cohesive minimalist vibe as well, however the elaborate cuts of some make them more statement-worthy. Although some of the cuts are on the unconventional side, the monotone palettes subdue the looks to maintain a level of versatility, making the whole collection highly wearable.
What's Driving This Trend
- Minimalist Fashion
- Opportunity for disruption: creating modern hybrid designs that combine simplification and elegance.
- Utilitarian Styles
- Opportunity for disruption: designing clothes that serve a purpose, not just style-wise, such as incorporating useful pockets or comfortable fabrics.
- Versatile Palettes
- Opportunity for disruption: exploring how a few monochrome shades can be used to create endless combinations that appeal to various audiences and tastes.
Who This Affects Most
- Fashion
- Opportunity for disruption: embracing responsible, sustainable production methods and materials that align with minimalist and utilitarian fashion trends.
- Retail
- Opportunity for disruption: creating a curated store experience that emphasizes minimalism, sustainability, and versatility in clothing options.
- Advertising
- Opportunity for disruption: using minimalism in brand messaging and visuals to appeal to conscious consumers who embrace simplicity and practicality.
