COS stages major SS24 runway show in historic Rome venue

COS has just staged a major fashion show in Rome with the H&M Group-owned, London-based brand returning to the runway for its first-ever event in the Italian capital.

Featuring the label’s SS24 mainline and Atelier collections, it took over the Corsie Sistine, part of a 15th century hospital that’s the oldest in Europe and which has been conserved and restored. 

The staging included a contemporary walled structure, made with recycled voile, that formed a contrast to the historic venue. The models, including Italy’s own Mariacarla Boscono, wore the 33 looks surrounded by 13,000 sq ft of frescoes.

A selection of items shown are available immediately at the brand’s stores and webstore, with additional pieces dropping throughout the season. The Atelier collection launches for retail next month.

The mainline collection shown in Rome focused on “uplifting, airy volumes and delicately layered transparent fabrics [that met] soft, sculptural lines, blending elegant draping with tailored precision”.

The Atelier offering included statement looks with hand-pleated shoulder pads, fishtail skirts, and fluid maxi-lengths. Tailoring and knitwear had elongated hybrid sleeves and inward folding lapels. 

The label also experimented with “technique, material manipulation and slicing” to enhance the surface texture of leather jackets, ballerinas and loafers. And pleated wide-leg trousers, made using bespoke paper moulds, featured hand-painted edges.

Such events are clearly major publicity vehicles for high street brands and help to mark out such labels as something more than the competition. 

Getting celebrities to attend is therefore also important and in this case, COS managed a strong mixture covering entertainment and social media from the Americas, Europe, and Asia Pacific. 

They included Pamela Anderson, Jack O’Connell, Minho Choi, Pruk Panich, Alberto Guerra, Ryo Ryusei, Aisha Dee, Adriano Giannini, Coco Rebecca Edogamhe, Valentina Bellè, Josh Heuston, Caro Daur, Jihoon Kim, Beka Gvishiani and Liz Uy.