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It’s no secret that once autumn arrives, there’s one high-street destination editors consistently turn to for pieces that look far more expensive than they are. Arket has long been the fashion insider’s go-to—not only for its impeccable knitwear and perfectly cut jeans, but also for its exceptional outerwear.

No stranger to a viral moment, Arket has perfected the formula for sell-out success. From its alpaca-blend knit that dominated last winter to its perennially sold-out puffer jackets, the brand consistently turns everyday staples into cult favourites. This season, it’s the Lined Cotton Jacket taking centre stage. The rich chocolate-brown iteration landed last month and has already earned a coveted spot among the Who What Wear UK team’s seasonal favourites. Shopping Editor Florrie Alexander and Junior Branded Content Editor Humaa Hussain have both declared it “the perfect autumn jacket”—and we couldn’t agree more.

Writer and Content Creator Anna Newton wearing Arket’s Lined Cotton Jacket in chocolate brown.

The autumn/winter runway collections will always introduce new styling tricks and viral trends—for 2025, Prada introduced the loafer boot, Chloé ushered in a new take on aristocratic styling and chocolate brown was undoubtedly the colour of the season. However, regardless of all this newness, there are certain trends that we return to every autumn/winter and that will always be big business for brands from September onwards.

The autumn collections are defined by a back-to-school mentality—traditionally, this is the time of year when everyone invests in the hard-working building blocks of a wardrobe, from ankle boots to a wool coat. While summer might invite more frivolous styling opportunities, autumn is regarded as the moment to revisit the fundamentals. A winter coat or a pair of boots tends to be one of the biggest shopping investments of the year, and so naturally, this means things tend to slant more towards the classic, with items that promise longevity, instead of ingenuity.