Seasons and styles may change, but there is always that one item of clothing that everyone seems to have. This fall, at least in the UK, it’s a particular $ 149 blue and white checked coat from Zara. Sightings of #thatcoat, as it’s now known, have become so widespread, that there is an Instagram account completely dedicated to documenting them. And trust us, people are into it.
So how did this viral trend begin? Let sisters Alice Frances and Emily Bray explain:
“It all started at Chelsea Flower Show ‘She’s wearing my coat’. ‘Which coat?’ ‘That coat’ and suddenly, everywhere. A blue and white printed coat worn by women all over London,” they wrote on Alice’s blog.
And so obviously, they started the Instagram account and “got snapping — everyone got enthusiastic — apparently I’m not the only one who enjoys taking creepy photos of people in the street.”
It’s true; the account is now a sensation, and coat-spotting has become something of a sport.
Here’s the coat in question:
SELF – Fashion