Who needs a coat when you have a “coat”?
Wrapping a scarf in addition to a bulky winter coat is all the rage, and the most fashionable among us are opting for a two-in-one when it comes to winter attire.
The rise of the Toteme scarf jacket (a so-called “skort” recognizable by its bold blanket stitching along the hemline and fringed wool scarf draped over the shoulders) has dominated street style for the past two years.
Just as Scandinavians embraced “quiet luxury” before it was cool, hybrid coats with built-in scarves went viral online, and with them, an army of imitators.
A coveted jacket from Toteme, a minimalist Swedish brand similar to luxury brands like The Row and Jil Sanders, is turning heads. A whopping $1,130fashionistas like Amazon and ciderthe price will usually be less than $60.
“What gets more attention is what gets replicated and promoted more, because that’s how feeds work,” says Kyle Chayka, author of “What gets more attention is what gets replicated and promoted more.”Filterworld: How algorithms flattened culture” he explained. wall street journal.
“What’s a little popular becomes even more popular.”
Reproducing near-identical products, or “copying” as the kids call it, has taken the internet-obsessed generation by storm.
According to the magazine, searches for “scarf jackets” have increased 400% in the past 90 days, according to data from online shopping link platform LTK.ikTok is full of “fit checks” Featuring the infamous skort.
“It goes from zero scarf jackets to everyone wearing scarf jackets very, very quickly,” Chayka added.
The pride of owning a luxury item was once found in the special status that came with a hefty price tag, but Gen Z is now looking for bargains on vintage, second-hand, and counterfeit items. I’m proud of the impressive bargain I got. And the proliferation of certain high-end products has only led to an influx of ducks.
“When I see it, I want to copy it,” Chaika says. “The only way to copy it is to buy it.”
However, that doesn’t mean the item is fake (we’re not talking about the Goyard totes on Canal Street), but that knock-off culture has become a gray area of ambiguity, amplified by fashion success. and, vogue business.
But some brands are trying to crack down on the spread of counterfeit products. LVMH is the parent company of many luxury brands. It recently partnered with TikTok’s parent company ByteDance. To quell copycat criminals.
Still, that hasn’t stopped cost-conscious shoppers from looking for deals.
Brittany Rhoden, 30, who describes herself as “totem style on a Costco budget,” told the magazine that she opted for Amazon’s version of a skort after posing as a much-touted scarf jacket. But the Baltimore-based fashionista was unhappy with the cheap purchases. Quince’s similar but more expensive coatAccording to the magazine, it sold out immediately after its release in the fall.
But style trends seem to disappear as quickly as they start, leaving some to dislike the whiplash of fashion cycles and the monotonous ubiquity of camo culture.
“lastly [few] Over the years, there has been a huge emphasis on buying with purpose and curating a capsule wardrobe. With that, we’re seeing a shift away from buying trendy items to more classic, timeless pieces, and we feel this coat fits the bill perfectly,” says Lauren from Luxury Digital Media His Planner・Mr. Mazzarisi said. refinery 29.
British fashion consultant Emma Hope Allwood told the Journal that when she finally saw the skort in person, she was “completely over it.” It is not possible to opt out. ”
Simply put, she wrote on Instagram, “Ending the reign of terror.”
