There’s a new fashion line in town, and for once, it’s not designer. Long purveyors of cheap chic to the young and hip, H&M have now launched COS, or Collection of Style. The predominantly monochrome line is made up of perfect wardrobe staples that you can accessorise as much or as little as you like and not only is the collection beautifully cut and made from high quality fabrics, the prices are still pretty reasonable, so we can continue to shop almost as we’ve been accustomed to with H&M.

And the fun isn’t limited to womenswear – COS have a strong menswear line that’s set to rival the likes of Reiss for casual suits, knits and shirts. I advise the ladies to check it out anyway as the gorgeous Jamie Dornan is the male face of the brand! The William Russell-designed store on London’s Regent Street opened on 16th March, and more are set to roll out across Europe over the coming months.

For further information and to view images from their star-studded launch party visit www.cosstores.com