Every so often, a single piece of outerwear manages to transcend the runway and become a true cold-weather icon. Over the past few years, that honor has gone to the scarf coat — a one-and-done layer that fuses form and function in a way few trends manage to pull off. Born from Toteme’s now-legendary embroidered design, the scarf coat has gone from cult favorite to winter essential, and this season, its influence is everywhere.
From Toteme to Trendsetter
The story begins in November 2021, when Toteme first introduced its scarf coat. With clean lines, subtle embroidery, and an attached scarf detail that felt both practical and chic, it didn’t take long for the piece to go viral. Social feeds filled with women draping themselves in its enveloping silhouette, and the look quickly became shorthand for a new kind of effortless winter dressing.
Fast forward to today, and the scarf coat is still very much in demand. But what’s changed is the number of designers embracing the silhouette for Fall/Winter 2024. What started as Toteme’s signature has evolved into an entire category of outerwear — one that blends polish with coziness in just the right measure.
Runway Reinventions
This past fashion month proved just how far the scarf coat has come. In Paris, Bottega Veneta’s then-creative director Matthieu Blazy sent a fiery red leather version down the runway, pushing the style into bold, statement-making territory. Meanwhile, Toteme itself doubled down on the trend’s longevity by offering a fresh variation: a longer silhouette accented with its hallmark stitching, styled casually with a white tee and black leather pants.
The Row, known for its minimalist luxury, offered one of the most dramatic interpretations. Its oversized mustard yellow scarf coat was paired with sheer tights and black heels, letting the outerwear become the centerpiece of the look. It was a masterclass in how a single garment can command attention without the need for layers of accessories.
Celebrity Seal of Approval
Of course, no trend reaches fever pitch without a little help from celebrity endorsement. Kendall Jenner, never one to shy away from a fashion-forward moment, has been a major player in amplifying the scarf coat’s appeal. She first stepped out in Phoebe Philo’s leather take on the look back in December 2023, making a case for the style in a moodier, edgier iteration.
Just last month, Jenner revisited the trend in The Row’s Laguna Double-Face Cashmere Belted Coat, a piece that retails for nearly $9,000. Her repeated nods to the silhouette only reinforce its staying power — and practically guarantee that her circle of equally stylish friends (and countless imitators) will soon be following suit.
The Influencer Effect
Beyond the runways and red carpets, Instagram influencers have also embraced the scarf coat as one of this winter’s must-have staples. Scroll through fashion feeds and you’ll find endless inspiration: tonal layering with tailored trousers, oversized fits cinched with sleek belts, and cozy takes styled over chunky knits and boots.
Part of the scarf coat’s appeal lies in its versatility. It’s functional enough for frigid commutes yet elevated enough for evenings out. Whether you prefer minimalist neutrals or bold statement shades, the silhouette works across aesthetics, making it a rare trend that feels both aspirational and wearable.
Why It Works
At its core, the scarf coat solves a perennial winter problem: how to look put-together without sacrificing warmth. The built-in scarf element eliminates the need for bulky add-ons, streamlining the look while adding a touch of elegance. It’s a garment that feels indulgent but not impractical, luxurious yet approachable — the kind of balance that explains its runaway success.
Looking Ahead
As more designers reinterpret the silhouette, it’s clear the scarf coat is more than just a passing fad. With its unique combination of coziness and chic, it has established itself as a modern classic. From Toteme’s original embroidered design to the bold iterations seen at Bottega Veneta and The Row, the scarf coat has evolved into a cold-weather staple that shows no signs of cooling off.
Whether you’re drawn to Kendall Jenner’s high-fashion spins or the accessible styling of your favorite Instagram influencers, one thing is certain: the scarf coat has earned its place at the top of every fashion lover’s winter wishlist.
