If the idyllic pastoral scenes from Co’s new Pre-Fall lookbook seem like they could have been pulled straight from Days of Heaven, Terrence Malick’s poetic tribute to the Great Plains, it’s because the movie partly inspired them. The serene, expansive backdrop proved to be a natural setting for the Los Angeles brand, which tends toward a particular kind of romantic minimalism.
Husband-and-wife duo Justin Kern and Stephanie Danan are expanding on the whimsical floral motifs they’ve been incorporating into their line lately, as evidenced by the rose-patterned fil coupe pussy-bow blouses and buttoned-up white broderie anglaise shirtdresses cut with petal-shaped eyelets in the new collection. On the flip side of that were crisp cotton peasant blouses and full-skirted denim dresses with a more modest, modern prairie vibe, pieces designed to fall in line with a creative working uniform without too much fuss or fanfare. With that in mind, the couple has launched Co Essentials, a capsule within the collection that essentially brings together all the label’s best-selling and relatively affordable basics, including the crewneck cashmere sweaters and fur jackets that helped kick-start the brand. It’s a smart move on their part as they continue to add new stores to their roster, not to mention their first shop-in-shop at Neiman Marcus in Beverly Hills, part of a larger plan that the pair has developed far from the madding crowd, so to speak. Indeed, as the label’s indie fashion peers struggle to navigate the changing retail landscape, Co is on course to have one of its most successful business years yet.
