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

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. 


(Image credit: @anoukyve )

So, if you're looking for a coat this winter that is not only going to keep you warm but also get you get you plenty of compliments in the process, I've rounded up the very best brown coats for every budget and style below. From camel brown trench coats to chocolate brown wool coats, these timeless buys are about to be the only thing you'll want to wear this season.



(Image credit: 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. 


(Image credit: 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. 


(Image credit: 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. 


(Image credit: @monikh)

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


(Image credit: @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. 


(Image credit: @styleidealist )

Style Notes: Long brown coats are so popular that we need a new acronym. Sorry LBD, we're all talking about the LBC.


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Remy Farrell
Fashion Editor

Remy Farrell is a London-based shopping editor with nearly 10 years of editorial experience covering fashion, beauty and lifestyle. After graduating with a journalism degree and working on the editorial and fashion teams for titles such as Grazia, Elle, Cosmopolitan and British Vogue, she moved into the luxury e-commerce sector, working as fashion assistant at styling for the social media channels and helping to develop the collections for the in-house brand Iris & Ink. After expanding an assisting and styling portfolio that includes shooting talent such as Gigi Hadid, Victoria Beckham and Miquita Oliver, she also branched out into beauty, creating tried-and-tested reviews and diverse beauty content.In her role as shopping editor at Who What Wear, Remy is interested in discovering new and exciting brands to share with the Who What Wear readership and particularly loves uncovering hidden gems at affordable prices to make shopping accessible to everyone.Born and raised in Sheffield, Yorkshire, Remy moved to London in 2014 and lives in the Docklands with her partner and pug Billie.