A luxury version of H&M is taking over in 2025 — and making it cool to be basic

A luxury version of H&M is taking over in 2025 — and making it cool to be basic

Men walk the Spring/Summer 2025 COS runway. Victor Virgile/Getty Images I promise it’s OK to be basic. In fact, it might even be cool. A few months ago, I started hearing friends and colleagues regularly talk about the London-based fashion label COS, which is owned by H&M. Admittedly, I tuned them out. Its clothes looked a little too simple for me. But I couldn’t escape the brand. Fashion influencers started raving about COS in interviews when I…

For the first time in its 78 years of history, and after 4,100 locals in nearly 100 countries, the Swedish chain H&M will open its first store in Venezuela, in the Sambil Chacao center, in November of this year.