72 Hours in Seoul With COS

The Swedish minimalist brand staged their spring 2026 show in the buzzy Korean capital.

The go-to label for fashion editors, COS, just landed in Seoul with their spring 2026 show and yes, it was as fun as you’d imagine. Staging runway presentations in far flung destinations has been a recent move for the brand, hopping from Paris to Rome to Athens. But this marks their first foray into Asia, with the South Korean capital serving as the ideal backdrop for their minimalist-leaning designs. So, come with us to experience the whole event, from start to finish.

We flew into Seoul the day before the show and checked into the Four Seasons — a pretty incredible hotel with gorgeous rooms. An unexpected bonus? BTS staged their comeback performance at Gwanghwamun Square the night prior and content creator Cassandra Lannick, who was also on the trip, was able to watch the performance from her windows. Talk about setting a high bar in a city that’s already incredible. Known for their beauty treatments and products, seriously good food, and a fashion and shopping scene that emphasizes immersive experiences, it’s easy to see why COS would want to bring their runway show here.

First on the agenda was a visit to the COS showroom, located in Yongsan. The chic district is home to neighborhoods like Hannam-dong where you can explore stylish brands, minimalist coffee shops, and even unexpected confections like Margiela Tabi-shaped cakes. But for us, we were focused on the task at hand: a sneak peak of the spring 2026 collection. After playing around with a few looks, we may or may not have left with a few pieces.

Then came show day. K-pop fans do not play around. Nearly two hours before doors opened, they were already lined up, waiting for their favorites like Ella Gross from Meovv. Besides Gross, the likes of Park Gyuyoung, Alexander Skarsgård, Emma Roberts, Diego Calva, Kim Sohyun, and more were in attendance. As for the venue itself, it was a striking brutalist-inspired space on the edge of the city. Empty pools had been transformed into a surreal architectural backdrop, with a set that leaned into clean lines, modernism, and subtle contrasts in material. 

Featuring 40 looks that spanned men’s and womenswear, it was elegant and easy — precisely what one would want to wear while wandering Seoul . On the women’s side, it was ‘90s minimalism done right—sheer ribbed knits, soft polos, pencil skirts, and that signature COS tailoring throughout. Menswear nodded to American Gigolo with an ’80s edge that offered a relaxed attitude contrasted against sharp, slimmer cuts. One standout: a suede jacket that worked effortlessly across both wardrobes.

Post-show, dinner was set in a stunning traditional hanok, filled with over 2,500 pieces of wooden furniture. It felt like the perfect COS setting—where heritage meets modernity, and everything just quietly works.