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Autumn's First Major Trend Is Here—And It's Already All Over Zara, H&M and Róhe

Our take

The shift is undeniable: autumn’s first major trend has arrived, and it’s rapidly claiming space across retailers like Zara, H&M, and Róhe. Move over, trench coats—a new silhouette reigns supreme. This season, it's all about the exposed shoulder. Embracing a subtle sensuality, the cold-shoulder look is emerging as *the* chicest way to reveal skin, as explored in our recent piece, "Forget Baby Tees..." Prepare to redefine your fall wardrobe with this unexpectedly alluring and effortlessly refined aesthetic.
 Autumn's First Major Trend Is Here—And It's Already All Over Zara, H&M and Róhe

The fashion landscape is perpetually in motion, and the early declaration of a major trend for the upcoming autumn season always signals a shift. This year, it appears the reigning outerwear champion will be the tailored blazer, already making significant inroads at accessible retailers like Zara, H&M, and Róhe. While the trench coat has long held a place of esteem in transitional wardrobes, this signals a decisive move toward a more structured, assertive silhouette. This isn’t simply about a change in garment; it reflects a broader cultural inclination toward polished, considered dressing, a response perhaps to the more relaxed, almost casual styles that dominated post-pandemic fashion. Interestingly, this aligns with the recent runways showcasing a similar sensibility, where we’re seeing sleeves reimagined in chic, unexpected ways Forget Baby Tees, According to the Runways This is the Chicest Way to Show Skin this Autumn, suggesting a move toward intentionality and sophistication in layering and styling.

The blazer’s resurgence also speaks to a desire for versatility. Unlike a trench, which is inherently weather-dependent, a well-cut blazer can be styled in countless ways - dressed up with silk trousers and heels, or down with jeans and loafers. Its adaptability makes it an ideal cornerstone for building a capsule wardrobe, a concept increasingly appealing to consumers seeking both style and practicality. The presence of this trend across retailers at various price points indicates its widespread appeal and potential for longevity. Furthermore, the renewed focus on denim, as evidenced by the return of the Cardi B x Old Navy collaboration Cardi B x Old Navy Jeans Are Back in Stock, and I'm Getting Another Pair, suggests a pairing opportunity that will further solidify the blazer's position as *the* essential fall piece. It’s a comfortable convergence of elevated basics and accessible luxury.

Beyond the immediate aesthetic implications, the blazer trend highlights a shift in consumer priorities. We are seeing a move away from fleeting micro-trends and towards investment pieces with enduring appeal. The emphasis on quality tailoring and classic silhouettes reflects a growing awareness of sustainable consumption and a desire to curate wardrobes that transcend seasonal whims. This isn't about chasing the newest ‘it’ item; it’s about building a foundation of timeless pieces that can be styled in myriad ways. The popularity of alternatives to classic black ankle boots Instead of Black Ankle Boots, This Celeb-Approved Style and Color Will Be Trending This Fall demonstrates this broader movement toward considered choices over prescriptive trends. The blazer, with its inherent elegance and adaptability, embodies this sensibility perfectly.

Ultimately, the early arrival of the tailored blazer as autumn's defining trend suggests a season of quiet confidence and refined style. It's a trend rooted in timelessness, versatility, and a desire for enduring elegance rather than fleeting novelty. The question now is: how will individual style personalities interpret and personalize this foundational piece? Will we see a return to power dressing with sharp tailoring, or will the blazer be softened with more relaxed fabrics and layering techniques? It will be fascinating to observe how this trend evolves and adapts as the season progresses, and how it shapes the broader conversation around contemporary style.

The heatwave isn’t even over, but I’ve already started to think about the jackets I’ll be investing in for autumn. Anyone who lives in or has even visited the UK understands just how quickly the temperature can drop, and getting ahead can set you up for a seamless shift into the new season, especially as the best new styles tend to move quickly. Lucky for us, autumn 2026's hottest jacket trend is already here, and it's a far cry from the classic trench coats we typically see at this time of year. Instead, polished dressers are opting for a specific outerwear trend that, in my opinion, is much more elevated. Enter the frog-fastening jacket.

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(Image credit: @nlmarilyn)

I first spotted this jacket style last winter when minimalist brand Róhe’s Pankou jacket took over both social media and the chat of the Who What Wear office. Featuring ornamental braided cord loops and knotted toggles, the outerwear feels much more refined than your standard button or zipper coat. And whilst I definitely think that this artisanal jacket is well worth the investment, you’ll be pleased to know that these considered frog-fastening styles have also been spotted all over the high street, including Zara and H&M.

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(Image credit: @jaimeridge)

Minimal enough to pair with any dress, pair of jeans or tailored trousers, whilst also feeling fresh enough to serve as an elevated yet no-less-elegant point of difference from your timeless drummer or collarless jacket, I'm already considering all the ways I'll style it. Throughout the transitional season, the refined style can be thrown over a plain tank, linen pants and ballet flats for the office, then layered alongside a lightweight jumper, wool trousers and loafers when it cools down.

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(Image credit: @christietyler)

Whether you’re thinking of investing in a trusty high-street hero or plan to splurge out that bit of extra cash on a luxury investment, the frog-fastening jacket trend is guaranteed to last in your wardrobe for many years to come. Keep scrolling to shop my edit of the most sophisticated styles to shop for autumn 2026 and beyond.

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