If something is considered 'viral', nine times out of ten, I tend to avoid buying it. A controversial take, I know, but if I'm going to walk down the street and see five other people wearing the exact same thing as me, I don't tend to gravitate towards it as much. However, sometimes the hype around certain things can be very persuasive; combine that with a truly excellent product, and you have yourself a problem. And, there's one brand in particular that's responsible for creating (probably) half of this autumn's best viral pieces: Zara.
Just one look at Zara's outerwear offerings and you'll see its excellent track record with creating those sell-out styles that convince even the sceptics among us. Case in point, the latest suede jacket to become the internet's darling. The Suede Leather Jacket in its brown/taupe colourway is absolutely everywhere right now, so much so that if you were to click on said jacket, you'd be greeted with the dreaded 'coming soon' sign. But, while on my daily Zara scroll, I spotted that the brand has released the jacket in a new colour, a dark charcoal shade, which is just as chic and somehow still in stock. No 'coming soon' sign in sight (yet).
Suede for autumn is like florals for spring, and by that I simply mean it's almost a given. The way florals signal spring's arrival, suede is the fabric that announces autumn is here. Zara's suede jacket in its new charcoal shade hits that transitional sweet spot – it's rich, tactile and instantly gives an outfit more polish. The dark, smoky hue works just as well layered over a white shirt and jeans as it does shrugged over a slip dress for the evening. And honestly? I think it's perhaps even more wearable than its lighter beige sibling.
Zarawww.zara.com
Zara's viral Suede Leather Jacket is now available in a dark grey shade, aptly named charcoal. Made from 100% suede leather and with a funnel neckline and shoulder tabs, throw the jacket on over a t-shirt, or layer up when it gets colder.
If there's one thing we know about Zara's jackets, it's that the stock rarely stays for long – and the charcoal iteration of the suede leather jacket is, without a doubt, a soon-to-be sell-out. The beige colour has already had its time, spotted on everyone from those I see on my commute, to those in the coffee shop I always head to. But, the new charcoal shade feels like an upgrade, and one I'd be far more tempted to invest in – so think of it as your chance to stand out in a (very chic) sea of beige.
Shop: Alternative Suede Jackets
Mangoshop.mango.com
Mango's Suede Leather Jacket is a slightly smarter, less slouchy take as it's finished with a buttoned front and shirt collar. With two patch pockets at the front and long sleeves, style with jeans and a pair of ballet flats.
ASOS 
ASOS' suede jacket is more like a blazer, with its buttoned front and structured collar. It is, however, a good style for throwing on when you're heading to the office, styled with a pair of wide-leg trousers, white shirt and statement belt.
Urban Outfitterswww.urbanoutfitters.com
Urban Outfitters' take on a classic suede jacket is to a workwear style - complete with a stand-up collar, zip-up front and long sleeves. The dark brown colour makes it perfect for this time of year, and for pairing with indigo denim.
Free Peoplewww.freepeople.com
If you prefer your suede jacket to have a little more character, a good way to add interest to an outfit is to invest in an interesting jacket. This Free People style certainly ticks that box, with its Western-inspired fringing and cuffed sleeves.
Main image credit: Instagram/@_katiepeake
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).