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The H&M Group brand Cos surged in the quarterly Lyst Index this fall, jumping 147% in search volume to become the third-hottest brand in the index. It’s a notable rise, considering Cos is best known as a premium yet affordable high-street brand. Rounding out the Lyst Index’s top five brands were luxury players including Saint Laurent and Miu Miu.
Cos managing director Daniel Hermann said the fact that Cos, with prices in the $100-$200 range, shares the same space in consumers’ minds as top luxury brands speaks to how perceptions of luxury in fashion are changing, particularly among younger consumers.
“People aren’t chasing labels in the same way,” Hermann said. “Instead, they are looking for quality, and pieces that feel considered and will be long-lasting. Ultimately, it’s much more about value than status now.”
Hermann is behind the elevation strategy that has helped push Cos to new heights. In February, it launched a $1,000 shearling coat, far more expensive than its typical products, which drew the attention of the fashion media and style influencers. He has also pursued partnerships with celebrities such as Adrien Brody, who was the face of its spring/summer 2025 collection. After its first runway fashion show in 2021, Cos has continued to evolve its runway presence. This year, it debuted a collection inside a marble quarry in Athens, Greece, attended by celebrities including Brody and Sharon Stone.
H&M Group doesn’t break out revenue for its subsidiary brands, and in most reports, its leadership team doesn’t even mention them by name. But in recent quarters, the company has noted Cos’s growth. In 2025, Cos opened several stores, in Washington state and international markets including India, bringing its store count to 238.
Hermann joined Cos in April of 2024, though he has been with H&M Group for over 15 years.
“I believe [Cos has] seen great success because we have stayed authentic to our core, had creative discipline in our expression and storytelling, and stayed relevant in our activations,” Hermann said. “We’ve also seen a strong impact from leaning into big cultural moments in a bolder way, like our seasonal shows in Athens and New York this year. These moments let us show the full depth of Cos — not just what we make, but also what we stand for, in terms of design and expression. That’s been a powerful driver of connection and helps articulate our POV in a way that feels modern, authentic and relevant.”
Hermann often speaks about the importance of consistency. Cos hasn’t significantly changed its strategy in recent years, and its designs haven’t strayed much from its simple, elegant looks reminiscent of Phoebe Philo or The Row. Instead, a steadfast dedication to its aesthetic, along with support from A-list fans like Blackpink’s Jennie, has enabled it to grow steadily.
“We want to remain ambitious and keep delivering what’s been resonating for our customer,” Hermann said. “That’s collections that feel both timeless and timely, experiences that inspire, and a brand identity that remains confident, consistent and culturally attuned. Above all, we want to keep building long-term value and trust for our customer by staying authentic and continuing to refine what makes Cos, Cos.”
