Everyone in Fashion Agrees This Will Be the First Viral Item of A/W 19

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 for spotting those burgeoning trends and It items that grow organically, whether they're a slow burn or fast-to-ignite flame.

The latter happened this week: 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.