We Knew This Coat Would Be the First It Item of Autumn 2019
What does it take for an item to go viral these days? Most of the time you're looking at big-budget, global-influencer marketing campaigns that are agonised over, analysed and strategised to within an inch of their creativity (that's the unfortunate truth). But we pride ourselves here at Who What Wear UK on spotting those burgeoning trends and It items that grow organically—whether they're a slow burn or fast-to-ignite flame.
The latter happened back in February when we first reported just moments after the blast occurred: Blowing up faster than I could refresh my Instagram screen, within minutes of the (may I say incredible) JW Anderson A/W 19 show, London's elite in attendance were quick off the mark to share one key favourite piece on their grids. For something to be deemed important enough to be an in-feed post is, in today's social media currency, major stuff.
Giving us a very good indicator of the first must-have on the lists of editors, buyers, bloggers and stylists, Anderson's checked-collar and cuffed, balloon-sleeved trench coat seemed to strike a chord for many.
Playing into the ongoing look we've seen for voluminous silhouettes, this not-so-simple trench also ticked two other major trends: Everyone in our capital city has been wearing shades of beige to hit the streets of LFW, and on the runways, it's clear to see that plaids, tartans and checks will continue well into the end of the year. It's a triple-pronged attack and a ridiculously chic one at that.
Paired with wide-leg trousers, a black top, leather-cap bag and a chunky gold chain necklace, this easy yet impactful coat felt at once familiar and entirely new and different.
Not only has this piece become a fashion star within its own right (see the below posts), but it also further launched the career of the model wearing it: This was Medea Morton's first-ever London catwalk, and it certainly won't be her last.
In the past week, the trench coat has finally dropped. Net-a-Porter had tipped it to be a key buying item for the new season, and already influencers such as Monikh and Jeanette Madsen have been spotted in it. We don't expect the style to stay around for long despite its £1350 price tag.
Keep scrolling to see who's already obsessed with it, and then shop both the new trench coat plus some other autumnal JW Anderson pieces we love.
Next up, our payday shopping picks.
Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits. Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.
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