COS S/S 2025 Athens

[LadyJunon]

 

[Simera]

The settings are amazing 🤩

 

[Phuel]

^^^The location is very pretty and has me yearning to return to Greece and get lost in time again and again and again.

But it does nothing to sell the brand, the desire, the inspiration, the covetability of these wears: It’s empty, it’s soulless, it's generic, and it’s void of personality and individuality: When a brand shows in a most gorgeous region like Greece, then perhaps make the effort to infuse that region’s cultural style with your wears…??? Maybe include a noticeable Greek cast— lots of gorgeous Greek models out there… Or are they just that lazy— with no connection of location to cast and fashion? I loathe that sort of corporate flexing that end up so hollow: Might as well show at a shopping centre instead. And it has me appreciating the recent presentation from Khaite, Haider’s Tom Ford and Dries even more: Their intimate locations, their casts and their fashions came alive together thoughtfully, creatively, magically to create a distinct fashion vision and a worthy tale to tell. And a tale to sell.

 

[tourbillions]

honestly prefer if brands stay true to their ethos while in their destination shows. its a bit cringe when they poorly represent the place when they could have made a better show without trying to fit the place. people buy the brand not because they made greek looking clothes but because they sell "premium" rtw at a low price point.

 

[Mody]

I mean if you change the show name to The Row. Ppl would gag🌝

 

[JohannesL]

honestly prefer if brands stay true to their ethos while in their destination shows. its a bit cringe when they poorly represent the place when they could have made a better show without trying to fit the place. people buy the brand not because they made greek looking clothes but because they sell "premium" rtw at a low price point.

It is a "brilliant" idea their customers can wear those clothes when they visit Athens even I prefer those Maria Grazia greco roman inspired dresses for this destination.

 

[Phuel]

honestly prefer if brands stay true to their ethos while in their destination shows. its a bit cringe when they poorly represent the place when they could have made a better show without trying to fit the place. people buy the brand not because they made greek looking clothes but because they sell "premium" rtw at a low price point.

Not going to disagree that keeping it basic is safest these days. This generation of lesser talents would straightup fcuk it up if they had to make more of an effort. Likely make a mockery— definitely a caricature of a people and its culture if they were assigned to infuse a distinct modern classical Greek style to H&M. …Or similarly, maybe on the same corporate-creative level as a Maria Grazia's Dior show where she’ll just plop a handful of classical dancers while the cast awkwardly navigate the obstacle of dancers and call it a concept. I did work with a duo where they flew in classical dancers and traditional singers of their nationality, only to end up with the exact results as Maria Grazia’s: No connection to their culture and nationality with the styling, the fashions, the soundtrack. Just models awkwardly avoiding colliding into the dancers on the runway to a run-of-the-mill house soundtrack. Just tragic how the brand of mediocrity that many of us had to suffer when we started from the bottom in the 2010s, is now the standard in 2025 LMFAO …weeps...

And not expecting the creative vision of Gaultier either for COS nor this generation. Maybe just invest in honouring and promoting the local Athenian artisans with exclusive commission designs that’s complimentary to these generic wears would be a considerate, even creative gesture. Do something. But I understand: Still too much of an effort. Destination-flexing with all the sophistication of a cruiseline tourist is all the effort that theyse corporations will make.