COS, the London-based minimalist fashion house under the H&M Group, officially entered the Indian market in August 2025, introducing its signature modern tailoring, timeless classics, and refined style to a new generation of fashion-forward consumers. The brand’s much-anticipated arrival marks a flagship moment for contemporary global design, blending the vibrant energy and personal expression of the Indian market.
Eventful Entrance: Mumbai Showcase and Delhi Opening
The arrival of COS was announced with an immersive showcase in Mumbai, debuting the Spring/Summer 2025 collection and previewing Autumn/Winter 2025 to an audience of India’s key style editors, influencers, and culture leaders. Weeks later, COS announced its first boutique opening at Nexus Select Citywalk, New Delhi, set for Autumn/Winter and offering Indian shoppers their first full in-store access to COS’s globally renowned aesthetic.
During the Mumbai launch, Karin Gustafsson, Design Director at COS, explained that the brand draws inspiration from diverse sources such as art, architecture, music, nature, and culture to shape its distinctive design language. She emphasized that COS is grounded in timeless beauty and craftsmanship, focusing on subtle detailing and modern silhouettes that seamlessly move from day to night. The goal, she noted, is for the wearer’s individuality to shine through the clothing, rather than the clothing overpowering the person.
Brand Philosophy: Timelessness, Versatility, and Indian Relevance
Since its global debut in 2007, COS has become synonymous with quiet luxury—clothes designed to be collected, cherished, and worn again and again. Gustafsson emphasized that COS designs with longevity in mind, encouraging customers to invest in pieces meant to last. Even if a garment isn’t worn every season, she noted, it should be something one chooses to keep, revisit, or pass along—an item that continues to hold value and emotional connection over time.
This philosophy, rooted in mindful consumption, versatility, and understated elegance, seamlessly complements Indian consumers’ growing appreciation for both statement essentials and heritage pieces.
Offerings: What Indian Shoppers Can Expect
At the new Delhi boutique, customers will find the full Autumn/Winter 2025 menswear and womenswear collections—with expanded lines of sculptural tailoring, fluid silhouettes, and minimalist accessories. The collection showcases mix-and-match foundational pieces, intelligent layering, fine knits, sculpted outerwear, and the brand’s signature blank canvas separates—designed to be styled boldly or simply, celebrating Indian traditions of personal expression and layering.
Early previews suggest the line will especially appeal to urban professionals and global Indians seeking modern dressing with substance and purpose.
Creative Synergy: A Global Vision, A Local Canvas
Gustafsson explained that the COS collection is designed to adapt to each person’s individuality. Those with bolder personalities can express themselves more vividly through styling, while others can keep it understated. She highlighted the versatility of the pieces, noting that they serve as a strong foundation that can be combined in countless ways. To her, minimalism isn’t about simplicity or plainness—it’s about creating space, especially in the Indian context, for layering, mixing, and personalizing one’s style.
COS’s multidisciplinary inspirations—spanning art, architecture, music, and culture—resonate with cities like Mumbai and Delhi, where creative communities thrive and consumers hunger for something different. For COS, India is not just a retail market but a stage for cultural dialogue.
Industry Reception and Future Prospects
COS has been warmly received by Indian fashion editors, stylists, and shoppers who have long stocked up on its pieces abroad and now welcome the opportunity for local discovery. The launch coincides with the rapid multiplication of international brands in India’s luxury fashion sector, following the UK-India Free Trade Agreement and the expansion of an affluent consumer base.
Over the next two years, COS plans to expand further across major Indian metros, test city-specific capsule collections, and engage with Indian designers and creatives for potential collaborations.
