Why Cos is showing on the London Fashion Week stage

Swedish fast fashion giant Cos will present its AW21 collection during London Fashion Week on Tuesday. Keen to be regarded as a London-based designer brand, Cos last month released its fall campaign in what it says marks a new direction for the company. While the AW21 collection is already for sale on its website, the London Fashion Week outing is meant to position itself in a class away from sister brand H&M and other high street labels.