COS Fall 2025 Ad Campaign | The Impression

Review of COS Fall 2025 Ad Campaign by Photographer Carlijn Jacobs with models Angelina Kendall, Badhiel Nyang, Colin Otto, Awar Odhiang, Sora Choi, Long Li

COS returns this season with a campaign that feels more lookbook than narrative—but perhaps that’s the point. The brand doesn’t need to sell itself; it simply needs to push product, and make customers feel like they’re buying into quiet luxury without the luxury markup. For a brand that’s already succeeded in getting people through the door, whether digitally or IRL, the goal now is less about aspiration and more about conviction.

Shot by Carlijn Jacobs in an intimate London studio, the Fall 2025 campaign leans into precisely that confidence. It’s clean. Controlled. Cool. The compositions allow the clothes to speak for themselves, while the lighting—bright, softly blown-out—gives everything a slightly vintage gloss, reminiscent of early-2000s editorial minimalism. The campaign features a cast of COS regulars alongside new faces, with Angelina Kendall, Sora Choi, Colin Otto, Awar Odhiang, Badhiel Nyang, and Long Li anchoring the visuals with graceful precision.

The styling, by Jane How, underscores the house’s recurring themes: tonal layers, sharp tailoring, and texture over noise. In womenswear, sculpted cashmere and fluid draping offer softness and volume, while strong-shouldered outerwear and crisp pencil skirts suggest a return to structure. One standout look juxtaposes a sleek black dress with a daring slit and minimalist belt—at once elegant and assertive. In menswear, oversized lapels, tonal knits, and basketweave wool coats signal a tailored evolution of COS’s utilitarian roots.

There’s a sense that the campaign is almost too reserved—until you look again and notice the quiet power of the choices. The luxe depth of the textures, the basketweave loafers with cubist structure, the way a sleeve subtly swallows the wrist. COS is not screaming for attention—it’s whispering, “Come closer.”

Which is likely the idea. For a brand that’s playing in the quiet luxury sandbox at a sharper price point, there’s no need to chase big splashy narratives. The clothes need to be shoppable. The imagery needs to hold the customer’s attention just long enough in-store or online. That’s not a failure of imagination—it’s a different kind of strategy.

And yes, the campaign borrows cues from the Phoebe Philo playbook: soft architecture, studio intimacy, intellectual restraint. But not everyone can afford Philo—and COS seems comfortable offering a distilled alternative, one that’s democratic without feeling diluted.

This is modern retail pragmatism wrapped in good design. It may not make your heart race, but it might just make you reach for your wallet. And in 2025’s market—where purpose and price must harmonize—that might be the smartest kind of fashion storytelling.