COS to put form and function to the test with a dance performance at Pitti Uomo 94
Going to trial
COS has waxed lyrical on functionality time and again, but the brand's upcoming showcase at Pitti Uomo 94 is where they're really putting the money where their mouth is. Slated to unveil a capsule of men's essentials, Soma, at the tradeshow in June, the collection will eschew traditional presentation methods for a dance performance — showcasing COS wares in motion, choreographed by British dance guru Wayne McGregor.
It has been conceptualised as a testament to the garments' ability to serve its wearer day in and out and while they're not the first to enlist the art of dance as means of putting product to trial, it is new territory for the brand. On what to expect, McGregor says, "We will appropriate everyday movement and transform it into new fictions. Company Wayne McGregor dancers [will] inhabit the COS collection, infused by their own individual physical signatures."
COS Soma will be available online after the showcase at Pitti Uomo. To watch the performance, check out the livestream on its official website.