5 minutes with Marie Honda on all things COS

We speak to Managing Director of COS, Marie Honda, on the latest trends and its new opening in Pavilion Elite.
Reading time 3 minutes

The first ever to open in Malaysia, the new COS boutique in Pavilion Elite was what everyone can talk about for the past few weeks and the launch party saw the fashion crowd arriving in full force.

And in celebration of the opening, Marie Honda, Managing Director of COS flew into Kuala Lumpur to officiate the inaugural COS store in KL.

Taking this rare opportunity, we sat down with the lady at its helm to talk all things COS including the latest Spring 2017 collection, its 10th anniversary and the philosophy behind the brand.

How would you describe the COS aesthetic?
At COS, our core is to focus on the timelessness and modernity of our clothes. Of course, it’s also all about being functional and versatile for the customers.

And we love the idea of playing with textiles, pattern cutting and construction techniques.


Based on what we can see, COS seems to be all about elevating basics.
Exactly. I think for us, it boils down to changing up the wardrobe essentials. We always aim to reinterpret the classics in many different and unique ways, like the white shirt, which we made into kimono wraps, wide cuffs, unique necklines and more.


What are the classics/essentials that you think everyone needs?
I must say it's the cotton poplin shirt. It is something you can dress it up and down with denim, a skirt or a pair of sleek trousers and coat.


Your Spring/Summer 2017 collection has just arrived. Can you tell us more?
Our latest collection has a lot of lightness in the material and very much inspired by sports and activewear.

So, they make great additions to the Malaysian consumers' wardrobe for its tropical weather.


What's the most exciting thing about working with COS?
This year actually marks COS’s 10th anniversary and it has been an amazing journey for everyone.

But I like living at the moment and right now, I’m so excited to discover the new market in Malaysia and we are launching a special 10th-anniversary capsule collection. So, that's what I'm focusing on.

See Now, Buy Now is trending as of late, would COS be one to join in?
I always say “never say never”. I think it is important to be in the know and to explore the new possibilties on offer.


And on your brand position, how would you place COS in the market?
I think COS fits itself perfectly in that gap between luxury and fast fashion, where we offer design and quality but with an affordable price tag.


What is your take on social media influencers?
I think this is something fashion is embracing and we, of course, also have invested into this rising trend.

With social media interaction on the rise, we even started a section on our website, named “Things”, where we share things that inspire us to our followers and patrons. Interaction is key.


Last but not least, what is your #1 fashion rule?
Because I travel quite a fair bit, I believe that comfort is a must. So, cotton and other natural materials are the best investment.


(Photos courtesy of COS)



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