Suddenly, coat season is upon us, and considering just a couple of weeks ago we were were all basically still wearing tank tops in London, we wouldn’t blame you for not feeling prepared. If you’re in the process of looking for a new winter coat, here at Who What Wear we have you covered. Our editors have been scouring the new-in sections and shop floors for the best styles—from expensive-looking high street coats to forever investments. If it’s something a little more unique you’re looking for, though—something still classic and timeless (as all the best winter coats should be), but one you likely won’t be seeing on every other person on the tube, I’m here to let you in on a little secret. House of Dagmar is the under-the-radar, incredibly chic Scandi brand that fashion insiders, from editors to influencers, are turning to to buy their own winter coats this season.
Somewhat of an “if you know, you know” brand in the industry, House of Dagmar has become a go-to for fashion experts who are looking for that minimalistic, quiet luxury vibe right now. The brand’s simple yet elevated designs feel fresh and modern with clean lines and soft structural details, but everything they produce still feels really wearable, and like it could be kept in your capsule wardrobe and reworn for years and years. The premium quality allows for that too, and the impeccable outerwear offering is no different. While the brand may have a similar feel to super-luxury brands like The Row and Loro Piana, luckily it comes with far more reasonable price tags—another factor that appeals to us fashion people. Basics like tops and jeans range from the £100-£300 mark, where more luxe styles like knitwear, tailoring (oh, the tailoring!) and the outerwear can sit between £200-£1000. Still investment pieces for sure, but these are wise buys that last rather than trend-led or “cult” splurges.
I’ve seen a number of my favourite minimalist influencers that I look to for outfit inspiration wearing House of Dagmar coats of late—from Anne-Miek Kessels to Brittany Bathgate, and even Rosie Huntington-Whiteley has the brand on her radar. It’s the luxurious and relaxed Doublé Coat that has convinced me to make a purchase ahead of this winter (I can’t get enough of that gorgeous olive colour and matching scarf), but the new Oversize Belted Coat also has the potential to sway me, simply for how classic it is. There’s also cosy shearling styles, smart double breasted numbers which make perfect additions to workwear capsules, and shorter, more casual styles like the brand’s popular Aviator jacket which now comes in wool (and is currently on sale!).
You’ll find all of the brand’s key styles ready to shop below, and I promise, you won’t regret investing in any of them.
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