An Epidemic #thatcoat


I really hadn’t noticed.  I hadn’t spotted the infiltration.  And I wouldn’t expect you to unless you KNOW.  And once you know you’ll start seeing it – sitting next to you on the tube, buying a pret sandwich, sitting in the pew next to you at the wedding…

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.  It’s as though they are in a secret club.  Usually I tend to notice when clothes (Zara clothes) go viral – that navy blue coat with the gold studs on the arms that was EVERYWHERE one winter.  But this has sneakily slipped by me – an elegant, blue and white pattern, Chanel-esque, worn by women of all ages.  So tidy and neat and obvious, your mother and daughter almost definitely both have one.  And somehow it seems to be going unnoticed, it is being worn with a ‘it can’t be the same coat, well of course I bought this first, and anyway I wear it better, ‘ attitude by everyone, rather than the usual ‘hide behind the bus stop, she’s wearing the same outfit as me’ scenario.

So we got snapping – everyone got enthusiastic – apparently I’m not the only one who enjoys taking creepy photos of people in the street.  Some peoples sneaky street photography is better than others 😉 – and thank you guys, it’s been fun (maybe a little too fun).

And you can currently buy it in Zara 😍.

We have got overexcited and made an instagram page just for the coat, so if you see the coat, please do send a photo to @thatcoat and we’ll put it up 😃 and #thatcoat

So now you know, and happy coat hunting 😉.

Alice and Emily  xxx

@thatcoat instagram account art directed by Emily @emilsbee

Featured in:

Daily Mail Online


The Pool

Metro Online

Huffington Post

Teen Vogue




Vogue Espana

The Independent

Elle Espana

Elle Netherlands


Who What Wear

Elle France

Cosmopolitan Italia

Brit and Co

Emily wearing her coat
Coat in situ – and you can still buy it at Zara

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2 thoughts on “An Epidemic #thatcoat

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