COS

May 2025

The Summer In The City 2025 campaign for COS masterfully distills the essence of urban sophistication through a lens of quiet, editorial minimalism. Captured by photographer Karim Sadli, the series leans into a polished, contemporary aesthetic that celebrates the intersection of architectural form and human movement. By utilizing natural light and high-contrast black and white chiaroscuro, the imagery emphasizes the tactile qualities of the collection—rich linens, structured tailoring, and earthy tones that feel perfectly suited for a sun-drenched cityscape. Models Karolina Spakowski and Mary Ukech anchor the campaign with composed, nuanced portraits that highlight the clean silhouettes and modern design ethos synonymous with the brand. Stylist Jane How curates a wardrobe of elevated essentials, from oversized linen shirts and wide-leg trousers to sculptural knit dresses, all set against a backdrop of weathered textures, mottled walls, and urban streetscapes. The project reads as a refined dialogue between the subjects and their environments, where soft shadows and directional golden hour lighting carve out depth and drama. By avoiding extraneous detail, the campaign succeeds in its understated elegance, focusing entirely on the interplay of light, textile, and form to communicate a vision of timeless, effortless style that resonates with the modern, discerning consumer.

Editorial, Vertical, Lifestyle

Natural light

Luxury Fashion Houses, Fashion