COS 'Summer In The City' 2025 Ad Campaign

Review of COS ‘Summer In The City’ 2025 Ad Campaign by Photographer Karim Sadli with models Karolina Spakowski and Mary Ukech

COS returns to its signature codes with “Summer in the City,” a Spring 2025 campaign that elevates everyday elegance through tactile clarity and architectural restraint. Photographed by Karim Sadli against sun-drenched stucco walls and weatherworn urban corners, the campaign draws a parallel between the crisp lines of minimalist tailoring and the lived-in beauty of the cityscape. Neutral tones dominate—black, ivory, slate—set in motion by languid silhouettes and the breezy drape of linen.

The casting is effortlessly effective, with Mary Ukech and Karolina Spakowski grounding the narrative in poised confidence. The styling emphasizes functionality and form: long tunics over wide trousers, boxy shirting, and sleeveless dresses cut for ease and movement. Gold hoops and sculptural bangles add a whisper of modernist luxury without disrupting the brand’s democratic appeal.

While the campaign doesn’t break new conceptual ground, it succeeds in reinforcing COS’s core promise: intelligent design for contemporary life. The focus on linen as a medium for urban summerwear feels especially apt, threading together comfort, sustainability, and quiet sophistication. Still, a more surprising setting or injection of emotion might have helped distinguish this installment from previous seasons.

Understated and self-assured, “Summer in the City” captures the everyday uniform of the minimalist urbanite—cool, collected, and always considered.