Cos takes centre stage at New York fashion week and Gwyneth Paltrow rebrands

Trousers at Cos pooled around glove-like leather shoes, while lapels on shirts and jumpers were sharp. Photograph: Taylor Hill/Getty Images

The headline act on day four of New York fashion week had all the hallmarks of a typical designer catwalk, including a pulsating soundtrack and a front row peppered with Hollywood stars. However, there was a twist. Instead of a luxury brand staging the show on Sunday, it was the high street label Cos.

The Swedish label, founded in 2007 by the H&M group, welcomed guests including the British actors Jodie Turner-Smith and Naomi Watts as well as the singer Lauryn Hill to a former 1890s rope factory in Brooklyn.