COS Fall 2023 Ad Campaign | The Impression

Review of COS Fall 2023 Ad Campaign by Photographer Daniel Jackson with models Kelela, Will Poulter, Curtis Harding, Havana Rose Liu, América González, Vika Evseeva, Dara Gueye, Tae Min Park, and Selena Forrest

COS shows off its mastery of minimalism with its well-tailored Fall 2023 campaign by photographer Daniel Jackson

Continuing the brand’s subtle push to extend its creative reach within the world of fashion (which includes recent and upcoming shows at NYFW) and beyond, the campaign features musicians Kelela and Curtis Harding and actors Will Poulter and Havana Rose Liu alongside a roster of established and upcoming models.

The collection itself is classically COS in its practice of smart minimalism, applying subtle volume and a soft focus to wardrobe classics, with an especially keen commitment to modern tailoring.

This feeling of minimalism extends across Jackson’s photographs, which take shape as simple and intimate studio portraits. Exuding a sense of warmth and softness, the portraits evocatively translate the personalities and idiosyncrasies of each individual while deftly conveying the crisp intentionality of their go-to winter ensembles.

The H&M-owned brand is in a bit of a unique position; it toes the line between premium and accessible luxury categories, and its flirted with the world of “high fashion” via runway shows and celebrity partnerships. This campaign sees this hybrid practice quietly continue, but most importantly shows that the brand is remaining true to itself and the expectations of its customer.