It's Official: These Are the 15 Most Popular COS Buys of 2024 So Far
I think, by this point, we're all aware of how great it is to have COS as a part of our great British high street. Whether you're a super-fan whose wardrobe only consists of the brand's minimalist designs or simply someone who pops in when you're in need of a perfect white T-shirt. Since it landed on our shores back in 2007, COS has managed to become the arbiter of understated style, expensive-looking basics and a haven for capsule wardrobe staples—all at the more affordable end of the spectrum. And that's the key to its success—COS has been democratising the "quiet luxury" aesthetic for many years before that phrase was on everyone's lips. It's where everyone from editors and A-list celebrities, to my mum turns if they want to find quality classics that are design-led and anything but boring.
Here at Who What Wear, we have access to a whole heap of data that means we can really see what people are shopping (not just on our Instagram feeds). This way we get a genuine idea of the hero buys that are truly worth the money, and unsurprisingly COS is one of the brands that consistently crops up in these best seller lists. And so, since we all want to know the buys that have been backed by the hard evidence of other people's trust, I thought it would be insightful to share with you the brand's most popular buys of 2024 so far. From hero basics that you've probably been searching for, like perfect vests, T-shirts and shirts, to cult items like that crossbody bag, and those wide-leg trousers—they're all in this list. As you'd expect, though, everything shares the signature COS characteristics, making them versatile, timeless investments you're unlikely to regret.
Keep scrolling to see and shop the top 15 COS best sellers of 2024 so far...
THE 15 BEST-SELLING COS BUYS OF 2024 SO FAR
1. Chunky Pure Cashmere Crew-Neck Jumper
COS is well known, and loved, for it's cashmere and so chances are you've already seen this knit all over your Instagram feed this season. We love the classic grey, but it also comes in khaki and black.
2. Wool-Blend Scarf Jacket
This has been seen on so many of the most stylish people, and is the perfect light layer to see us through autumn and into winter.
3. The Clean Cut T-Shirt
This comes in so many colours and prints but thank you, COS, for the perfect white tee..
4. Contrast-Panel Long-Sleeved Midi Dress
Autumn for me is all about easy throw-on dresses that you can wear with boots, and this burgundy style is of the chicest around.
5. Arch Jeans
Honestly, we all love these jeans. Don't believe me? Read our thoughts here...
6. Ribbed Tank Top
7. Swing Crossbody
The WWW team loved the original crossobody bag, but we're even more in love with the suede iteration.
8. Wide-Leg Tailored Twill Trousers
Is there anything more timeless than a tailored trouser? COS' bestselling style is back in stock and now in a new mole colourway.
9. Crew Neck Merino Wool Top
When you're looking for chic looks during the transitional period, layering tops are always the answer.
10. Longline Wool Pea Coat
11. Boiled-Wool Midi Skirt
12. Tie Detail Satin Midi Dress
13. Oversized Tailored Shirt
No doubt, you'll want to wear this comfortable yet smart shirt on repeat.
14. Chunky Pure Cashmere Turtleneck Jumper
If, like me, you thought red couldn't look expensive, then let this jumper change your mind. Elegant and sophisticated, this is a real beauty.
15. Leopard-Print Pony Hair Ballet Flats
Shop More COS Buys We Love:
Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.
Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.
Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.
When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.
Emily is currently on maternity leave.
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