The new and relevant concepts find space even in time of crisis: located in Milan, Corso Venezia 5, will open the first and very much awaited boutique COS, Collection of Style, the premium retail store of the swedish ready to wear group H&M. It offers affordable (15-350€) clothing for women, men and kids merging comfort and textile quality to an innovative design and attention to details.

Since it was launched, in 2007, the brand has always found in design and contemporary art – and especially in the Bauhaus aesthetic, good-looking and functional – his first source of stylistic ispiration, becoming especially sought-after fashion experts.

Now COS offers to Milan public his minimal scandinavian look, expressed in a coherent way even with the store spaces, very bright, clean and sober, but with color breaches. Another consideration on scandinavian fashion is that, despite paying lot of the attention in latest trends, it always keeps a functional approach in clothing.