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 hired to launch a UK sister site and social channels, localise 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 15 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 and MatchesFashion.com, among many others.
Hannah currently resides in Eastbourne with her photographer husband, incredibly busy toddler and highly Instagrammable cat.
-
The Anti-Trend High-Street Jacket London Women Are Pouncing on This Spring
The perfect addition to your jeans and loafers.
By Natalie Munro
-
Sienna Miller Just Wore the Classy Spring Outfit Combo That French Women Love
And you can shop her look on the high street.
By Natalie Munro
-
Emma Watson Just Wore the Anti-Skinny-Jeans Trend with London's It Trainers
A city-dweller's favourite.
By Natalie Munro
-
Trench-Coat Season Has Arrived, and M&S Has So Many Premium-Looking Styles
An all-weather winner.
By Florrie Alexander
-
The People Have Spoken: This Is Going to Be Mango's Next It Coat
It's a classic.
By Natalie Munro
-
This Fresh, Spring-Ready Jacket Trend Will Be All Over London Next Month
So simple, so chic.
By Natalie Munro
-
Move Over, Puffers—I Only Have Room for This Classy Coat in My Life
I keep seeing it on the streets of London.
By Natalie Munro
-
Jennifer Lopez Just Wore the New-Season Colour Trend That Will Be Huge Next Year
A new classic.
By Natalie Munro