If you're a fan of minimalist and modern clothes, you'll want to have these ten sites on your radar.
When Scandinavian fashion brand, COS launched in London in 2007 it changed the landscape of the UK high-street. COS offers a distinctive design-led, minimalist style that felt modern, Scandi and very different from the rest of our British wardrobes. From the same stable as H&M, yet COS couldn’t feel more different. With the tagline ‘modern, functional, considered’, the cooler older sister brings a Jil Sandler meets Helmut Lang aesthetic to the premium-end of the high street.
Offering seasonal collections for women, men and the sometimes overlooked childrenswear range, COS is known for its modernist silhouettes in beautiful cool neutrals, or rich organic hues (think rust, cobalt blue, rubber plant green this SS19). COS fans love the focus on natural fibres – silk, leather, raffia, linen and wool - with design details that elevate it from the high-street, such as a-symmetric hems, oversized proportions and statement sleeves – accessorised with sculptural jewellery and simple leather accessories.
If you’re already a fan of the COS aesthetic, we’ve picked out some other British and International brands you might want to check out that offer the same modern minimal look, this summer:
WEEKDAY
There are many brands like Weekday, but there is a lot to love about this member of the H&M brood, Swedish womenswear and menswear label Weekday carries a similar aesthetic to COS, with a hint of street style. Minimal 90s inspired silhouettes in sustainable fabrics such as organic cotton and tencel lyocell. Their swimwear range is made from recycled fabric, too. Worth taking a look at this season is their jewellery range – organic shape statement metals, semi-precious stones and modern luxe designs that looks far more expensive than their price tag. You'll find high street prices at their best here.
WHISTLES
Amidst the bold prints and the graphic tees, Whistles has some of the best modern tailoring on the high-street. It is great for oversized blazers, colour-block workwear and great minimal linen dresses this season. Also of note are their bags - well-made structural shapes that look high-end. If you’re looking for something a little bit extra special, check out their limited-edition collection of small-run designs in luxurious fabrics, all with a modern twist.
MASSIMO DUTTI
Quietly stylish – with no need for slavish trends or loud print – Spanish brand, Massimo Dutti offers timeless styling in neutral shades that would slot straight into the ‘wear forever’ section of your wardrobe. Great for shirt dresses and beautiful reworking of 70s style feminine tailoring. Still in search of inspiration? The editorial section of the website reads like a good glossy. It is full of beautiful shoots that are sure to give you style ideas aplenty.
TOAST
Globally inspired Toast keeps in line with COS’ modern luxury feel – from Scottish-spun yarns to Japanese indigo and Indian kantha quilting - offering simple silhouettes in rich natural hues. With every design Toast manages to balance volume with simplicity and an expert cut that offers something both flattering, yet distinctly different. This season look out for their fluid jumpsuits and high-waisted cotton canvas trousers - worn rolled up at the ankle with sustainable plimsoll brand, Novesta and a boxy, boat-neck tee. A timeless, relaxed summer look.
KIN BY JOHN LEWIS
Inspired by Japanese simplicity and Scandinavian clean design, Kin by John Lewis offers a great size range from 8-20 in womenswear, shoes and accessories. Six years old, the contemporary range is designed to offer ‘beautifully cut separates that transcend seasons’. With a Scandi, sports luxe feel – Kin’s range of wide-legged trousers and oversize shirts would make great wardrobe additions for any ‘modern minimal’ fan who is looking for something ‘a bit different’ on the British high-street.
THE WHITE COMPANY
Unlike COS’ Scandi cool, The White Company offers a very British aesthetic – yet the similarities in neutral colour palette, timeless and wearable design make them easy wardrobe companions. If you thought TWC was all about bedlinen and home accessories, you’d be missing a trick – their womenswear range offers simple shapes in beautiful fabrics, all easy to shop in bite-size edits by trend or occasion. Quality, everyday items you’ll wear to death – from cool resortwear, to cosy cashmere knits come winter.
ME + EM
Me + Em has the uncanny knack of creating the pieces you didn’t realise your wardrobe was lacking until you’ve added them to your cart, bought them and wondered what you did without them. Offering luxe staples that won’t date and you’ll want to keep in your wardrobe all-year-round. The focus is on fluid shapes, without fussy detailing; simple lines and beautiful fabrics – from satin maxi dresses to coloured denim utility boiler suits and great quality wardrobe basic tees.
ARKET
Nordic modern minimal brand, Arket offers a core collection of design basics – created sustainably and with longevity and wearability in mind. Far from ‘practical and boring’, they have the foundations of your wardrobe nailed. Offering great summer workwear such as city shorts, paperbag trousers and silk shirts alongside more casual simple t-shirt dresses and midi tunics – all elevated out of ‘run-of-the-mill high-street fodder’ by their attention to design detail for a contemporary Scandi look.
UNIQLO
Japanese functional fashion brand, Uniqlo echoes COS’ simple silhouettes in its design ethos. Known for their quality basics in high-tech fabrics (Heat Tec for winter and Airism for summer) – they’re great for oversized cashmere jumpers, white shirts and androgynous chinos. Look out for diffusion collections each season from the likes of Alexander Wang and Ines de Fressange, for a designer spin on Uniqlo’s simplistic signature look. This summer shop Alexander Wang’s range of minimal tees for a cut above your standard wardrobe basics.
PLUMO
North-London based independent brand, Plumo have made a name for themselves creating modern minimal designs that marry comfort with individuality. Who says you have to suffer for fashion? Plumo’s signature unstructured look relies on texture and a play on proportions to create an artistic collection of beautiful clothes with no compromise on style OR function. This season shop for easy linen dresses and separates in cool neutrals.
By Lydia Mansi
May 2021
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