Outerwear
Dec 30, 2023

Trust Me: This Expensive-Looking Trend Is Replacing the Classic Black Coat

by Remy Farrell

At Who What Wear we've got a keen eye for spotting trends before they hit the mainstream, and if there's one topic that has been the focus of our office debates for the last few months, it's the colour brown. Camel, tan, cocoa, and mahogany, no matter the shade, we've seen brown quietly taking over the runways and street style so subtly that the change almost went unnoticed. From the sell-out COS crossbody bag landing in dark brown, to the Toteme scarf jacket back in a cocoa bean hue, celebs, editors and influencers alike have traded in simple black for a new take on tonal dressing. Sorry "vanilla girls", but this autumn is all about espresso.

Head to the MATCHES fashion coat page and it's no coincidence that in the first few rows of styles you'll find the best new coats in shades of butterscotch and bitter chocolate—such is the draw of the brown coat that it's visual appeal is enough to make us want to shop. And after spotting Kaia Gerber and Rosie Huntingdon Whiteley in brown coats this month, I'm convinced that not only are brown dresses and accessories having a moment this winter, but coats are next to top the hit list. After all, this is a trend so simple and so effective it's surprising that we haven't given the brown coat its deserved props before. Whether you're wearing a white tee and jeans or a slinky black dress, this coat will not only work with anything, but it'll immediately up the luxe factor too. Don't believe me? Keep scrolling for a Hailey Beiber look that will change your mind.

Photo:

@anoukyve

Photo:

Gotham/GC Images

Style Notes: Not only is Kaia Gerber's look an ode to the It coat of the season, it's a masterclass in how to wear head-to-toe brown too.

Photo:

Rachpoot/Bauer-Griffin/GC Images

Style Notes: After spotting brown suede jackets on some of Instagram's best dressed, we're not surprised to see Hailey Beiber in this boxy jacket too.

Photo:

Rachpoot/Bauer-Griffin/GC Images

Style Notes: For further proof that mixing different shades of brown always looks chic, we love how Laura Harrier adds extra polish with a glossy leather coat.

Photo:

@monikh

Style Notes: Monikh's Tove Studio find is the perfect example of how to make the coat the focus of the outfit.

Photo:

@rosiehw

Style Notes: Already a big fan of camel and toffee browns, Rosie Huntingdon Whiteley's sleek brown trench manages to incorporate three different trends in one coat: maxi length, the leather trench and of course, brown.