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October 3, 2016

Allow us to narrate an age old fashion tragedy that’s so commonplace, we can bet you’ll relate. Okay, the thing about fast fashion is that we may see a piece from Topshop, Forever 21, or Zara, and fall completely in love with it. And so, we purchase it of course, much to our delight (and to our bank account’s as well). If we’re unlucky enough, we’ll see the same piece out on the streets. Again. And again. And again. In fact, we’ll start seeing our beloved item on strangers so much, we’ll start to resent the one thing we thought we’d wear for the rest of our lives. Tragic, right?

A photo posted by That Coat (@thatcoat) on


A photo posted by That Coat (@thatcoat) on


A photo posted by That Coat (@thatcoat) on


One Zara coat recently became the main subject of that tale we’ve just told, earning itself the current status of “That Coat”. Seriously, just search the hashtag #thatcoat and you’ll see an entire page on Instagram dedicated to it. It’s so popular, almost everyone has it. The navy and cream coat with tiled patterns and a stylish unfinished fray hem looks super luxe and almost like the iconic Chanel tweed jackets. The omnipresence of the jacket is startling, going almost viral on social media. And strangely enough, because of the coat’s considerable celebrity stature, it’s somehow more desirable to many. Now that’s what we call a fashion epidemic.

Cover image from @thatcoat’s Instagram.