Actress Park Gyuyoung attended the COS AW26 party in Cheongdam-dong, Seoul. The collection builds on a black-and-white palette with touches of purple as the accent color. It reinterprets 1920s decadence through modern tailoring. As the brand's global ambassador, Park starred in this season's campaign. She also attended the New York Fashion Week show on September 13, and at the Seoul party, she embodied the brand's aesthetic once again.
Decadence was a cultural movement that swept European art from the late 19th to early 20th century. It championed decay, indulgence, and the breakdown of form, and now it returns in the Fall/Winter 2026 collection. COS translated the exaggerated silhouettes and ornamentation of that era into restrained lines. The structure of tailoring remains, but the volume is pared back. A single color, purple, is enough to summon an entire epoch.
Park Gyuyoung's presence graced the party with quiet elegance. Her silhouette in black-and-white looks mirrored the collection's restrained decadence. The shoulder line and waist cuts emphasized by the tailoring borrow from 1920s construction, yet the fabrics are light and the movement is free. It is an attitude that wears the past without being trapped by it.
COS is a minimalist brand under Sweden's H&M Group, and since its 2007 launch it has steadily expanded the realm of contemporary basics. Park was named global ambassador earlier this year, and has since moved seamlessly from New York Fashion Week to this Seoul party, building a close relationship with the brand. It is intriguing that decadence means decline. Yet COS is proposing not a fall but a return, not the past but the present. Which element of the 1920s will you bring into your 2026 wardrobe?
Decadence was a cultural movement that swept European art from the late 19th to early 20th century. It championed decay, indulgence, and the breakdown of form, and now it returns in the Fall/Winter 2026 collection. COS translated the exaggerated silhouettes and ornamentation of that era into restrained lines. The structure of tailoring remains, but the volume is pared back. A single color, purple, is enough to summon an entire epoch.
Park Gyuyoung's presence graced the party with quiet elegance. Her silhouette in black-and-white looks mirrored the collection's restrained decadence. The shoulder line and waist cuts emphasized by the tailoring borrow from 1920s construction, yet the fabrics are light and the movement is free. It is an attitude that wears the past without being trapped by it.
COS is a minimalist brand under Sweden's H&M Group, and since its 2007 launch it has steadily expanded the realm of contemporary basics. Park was named global ambassador earlier this year, and has since moved seamlessly from New York Fashion Week to this Seoul party, building a close relationship with the brand. It is intriguing that decadence means decline. Yet COS is proposing not a fall but a return, not the past but the present. Which element of the 1920s will you bring into your 2026 wardrobe?
FAQ
Where was the COS party Park Gyu-young attended held?
It was held in Cheongdam-dong, Seoul. The event unveiled the COS AW26 collection, and Park Gyu-young attended in her capacity as the brand's global ambassador.
What's the main design concept of the COS AW26 collection?
The concept reinterprets 1920s decadence through contemporary tailoring. Built on a black-and-white base with purple as an accent color, it translates exaggerated silhouettes into restrained, refined lines.
When did Park Gyu-young become COS global ambassador?
She was appointed global ambassador in early 2024. Since then, she fronted the fall season campaign and attended both the New York Fashion Week show on September 13 and this Seoul party.
