I like to think that as a fashion writer, I'm good at spotting a trend just before it goes viral. But spotting an item before it even launches, let alone cultivates viral status, is a new one, even for me. With new items going viral every day, it's often tricky to tell what's actually worth your attention – and money. Still, H&M Studio's upcoming jacket proves it has real momentum, or 'viral' status if you will, as it's already generated genuine excitement weeks before its release. Debuted at Copenhagen Fashion Week and styled with various pleated midi skirts and oversized sunglasses, the H&M Studio buttery brown jacket is tailored yet deliciously lived-in, and only proves Copenhagen's knack for impeccable taste once again.
H&M's Studio collection is a capsule that feels closer to high fashion than high street. Unlike its mainstream collections, the Studio collection places value on fewer drops and pieces with more impact. H&M describes the Pre-Fall 2025 collection as 'an ode to Copenhagen style,' and designer Kathrin Deutsch emphasised the importance of texture within it. 'We selected materials like leather and knit and combined them with denim and more ethereal lace and mesh. It's this mix of elements that really makes the capsule distinctive.' And that truly captures the spirit of the soon-to-be-viral jacket that's designed to look vintage thanks to bleached patches for a contrast in texture.
At Copenhagen Fashion Week earlier this month, said H&M jacket was styled in a multitude of ways to provide plenty of inspiration. Wear the jacket zipped up with a colourful midi skirt, white ankle socks and a pair of chunky black loafers for the ultimate Scandi-inspired look. Alternatively, throw it on over jeans and a white baby tee for a weekend coffee run, or wear the jacket over your shoulders with a black slip dress for the evening.
H&M www2.hm.com
The highly-awaited H&M jacket will be dropping on Thursday 28th August, as part of H&M Studio's latest Pre-Fall 2025 collection, which is said to be an 'ode to Copenhagen style.'
Some things in life are worth waiting for - and this H&M jacket is most definitely one of them. Though not for long, as H&M's Pre-Fall Studio collection launches on Thursday 28th August, and yes, that includes the hero brown leather jacket. But, while we await the collection (and frantically set reminders), there's no harm in browsing the alternatives available from the high street in the meantime.
Shop: Alternative Leather Jackets (For The Meantime)
Massimo Dutti www.massimodutti.com
Massimo Dutti has a distressed brown cropped jacket that's made from 100% sheep leather. The worn effect gives it that lived-in feel, and the shirt collar and buttoned front make it look instantly more polished than a more relaxed leather jacket.
Anthropologiewww.anthropologie.com
If you're on the hunt for a slightly cropped leather jacket, Anthropologie's style hits that perfect mid-length. With a front zip for easy on and off and a collared neckline, style the jacket with your favourite pair of wide-leg jeans and boots.
Free Peoplewww.freepeople.com
Free People's brown leather jacket is a design that's far better for the cooler months than the end of summer, thanks to its heavyweight leather composition. The jacket is intentionally faded for that worn-in effect and features metal stud details throughout, as well as a front zip and pockets.
Zarawww.zara.com
Part of the highly coveted ZW Collection, Zara's Leather Bomber Jacket has a lapel collar, long sleeves and front pockets. It's elasticated hem means that you can wear the jacket tucked into a loose pair of jeans, or open, with a mini skirt and knee high boots.
Main image credit: Instagram/@_livmadeline
Gemma Lavers is a fashion commerce writer at Grazia, where she tracks down viral pieces and is as comfortable navigating the M&S new-in page as she is dissecting the latest celebrity look. When not writing, shopping or at Reformer Pilates (a cliché but she's hooked), Gemma will likely be planning her next holiday (and what she's going to wear). For a glimpse into said travels, outfit inspo and life as a journalist, follow her on Instagram or TikTok.