5 questions with COS’ Marie Honda

SINGAPORE — H&M’s sister brand COS, also known as Collection Of Style, has finally rolled out its minimalist offerings at its stores at ION Orchard and Westgate.

And we’re not the only ones who are excited about it. Marie Honda, COS’ Overall Brand Responsible (yes, that’s her title), is, too.

“(Our branch at ION Orchard) is one of our biggest stores so far and we were (also) fortunate enough to have (a space) at Westgate. It felt really right for us,” said Honda, who was in town for the opening of the former.

Born in Stockholm, she carved out a career in fashion as the assistant menswear buyer for H&M back in 2000. She would later move on to COS as overall buyer for menswear before eventually becoming the person in charge of the Swedish brand in 2011.

Last year marked COS’ entry into the Asian market via Hong Kong, and coming to Singapore has been an “organic” decision.

“Singapore (has) such an exciting environment,” she enthused. “It has an international feel and a fantastic retail landscape. We really feel that we can have a good customer base here.”

Q: How would you describe COS apparel?

A: I would definitely call it timeless. I would like to think that they are essential pieces in your wardrobe. But they are also very modern. We believe a lot in modernity. Even though we have the most essential garments, they always have to feel modern. And it’s important that you have the right cut for the season or the right finish for the material.

Q: Would you say you’ve acquired the fashion sensibility of COS?

A: I think I am quite COS in a way. I really favour function and comfort. You always want to look good but I think it’s just the way we travel a lot, how we live and work. Of course, you always want to look stylish but I think it’s also important to have function in the garments.

Q: You travel frequently. Has travelling inspired your style?

A: Definitely. I think we constantly get inspired everywhere we go, really. There’s always something that will catch your eye, be it the hotel that you’re staying at or a restaurant that you go to, but I think there’s that constant inspiration that will never go away.

Q: Which colours do you tend to favour?

A: I love navy. It doesn’t matter if it’s Spring or Autumn. It’s such a neutral colour and I think it works with any colour, really. You can wear it with crisp white or tonal white, and it even (complements) black or other colours.

Q: Which season do you prefer dressing up for?

A: I would pick Autumn. What I love about it is that it’s in-between (seasons). You still have that summer heat but you can start wearing your knit jumpers and just a thin shirt and a coat over it. That in-between layering period is so amazing. You can use your whole wardrobe. Zhang Weifang

COS is located at #03-23 ION Orchard and #01-41/42 Westgate.