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.