COS has found the right man for a collection about wearing things you actually want to keep. Alexander Skarsgård fronts the brand’s spring-summer 2026 campaign in a series of images that treat the wardrobe as a personal manifesto.
Alexander Skarsgård for COS Spring 2026
The new COS collection pulls from archetypal menswear: a leather jacket with patch pockets, a ribbed henley knit in oat paired with dark chocolate pleated trousers, a floor-grazing wool overcoat in earthy brown, and a chalk-stripe suit worn open over a white tee, and asks whether clothes designed for the long haul can still feel genuinely exciting. Skarsgård’s answer, predictably, is yes.
Skarsgård brings a real point of view to the campaign, one that has nothing to do with performance. “I have a capsule wardrobe,” he says. “After living on the road for many years, I like the idea of having my stuff in one suitcase that I can bring, and that there’s versatility to the pieces that I can mix and match.”
The Swedish actor has a one-in, one-out policy and keeps a COS cashmere knit he bought six years ago in regular rotation. What makes him a credible face for the collection is that he applies the same logic on set. When styling his Succession character, he ditched the wardrobe department’s proposals and showed up in an old $15 T-shirt, slacks, and rubber slides, a choice that ended up defining the power dynamics of the entire scene.
COS has always operated in the space where good design meets daily use, and Skarsgård articulates that value better than any campaign copy could. “COS is the sweet spot where you can buy well-made, beautiful clothes that you’ll wear for a long time,” he says, and the images hold up their end of the deal.
In a fashion moment that often confuses volume with value, a man carrying one well-packed suitcase and a six-year-old cashmere knit is a genuinely subversive proposition.
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