First Margot, Now Daisy—Those With Taste Are Wearing the Jacket Trend Owned by Every Cool Londoner
Our take
The resurgence of a particular jacket style, propelled by appearances from both Margot Robbie and now Daisy Edgar-Jones, signals a compelling shift in the current fashion landscape. It’s a quiet elevation, a move away from fleeting trends toward enduring silhouettes. The fact that Edgar-Jones, embodying a character from Jane Austen’s *Sense & Sensibility*, is embracing this style reinforces the notion of timelessness—a deliberate nod to classic elegance rather than chasing novelty. This isn't about a “look” dictated by social media; it’s about a considered aesthetic choice, one that speaks to a deeper appreciation for quality and enduring design. We’ve seen similar discernment in the appreciation for sumptuous knits, as highlighted in I Was Convinced My Friend's H&M Jumper Was Designer—So I Found 15 More That Look Just As Expensive, and the appeal of coats that transcend seasonal trends, such as the one recently favored by Sienna Miller Sienna Miller Just Wore the Elegant High-Street Coat I Predict Will Sell Out Before October.
The jacket's ownership by "every cool Londoner" isn’t a casual observation; it points to a distinct cultural sensibility. London’s fashion scene has long been a crucible for understated luxury, a place where impeccable tailoring and quality materials are prized above overt branding. This jacket, then, becomes a symbol of that discerning taste – a quiet marker of belonging to a sophisticated circle. It’s not about displaying wealth; it’s about possessing an inherent understanding of what constitutes truly good design. The trend’s adoption by high-profile figures like Robbie and Edgar-Jones simply amplifies a pre-existing phenomenon, validating a style that has already established itself within a specific, influential community. This contrasts sharply with trends that erupt solely through influencer marketing or viral social media moments; this feels organic, rooted in a deeper appreciation for enduring style.
The broader significance lies in its reflection of a wider consumer desire for intentionality in fashion. We’re moving beyond the relentless cycle of micro-trends and seeking pieces that offer longevity and versatility. This jacket, whatever its specific design details, likely embodies these qualities—a well-constructed garment that can be styled in myriad ways, seamlessly transitioning from day to evening. Furthermore, its understated appeal aligns with a growing rejection of ostentation. The era of logo mania seems to be waning, replaced by a preference for subtle sophistication and quiet confidence. This isn't to say that statement pieces are obsolete, but rather that the appreciation for understated elegance is experiencing a significant resurgence, driven by a desire for timelessness and a rejection of ephemeral trends. Even the fragrance landscape is reflecting this shift, with emerging trends favoring complex, layered scents over fleeting, sugary notes, as evidenced by If You Know, You Know—These 6 Fragrance Trends Are Already Defining Fall 2026.
Ultimately, the jacket trend’s ascendancy poses an intriguing question: will this understated elegance permeate broader fashion consciousness, or remain a niche aesthetic embraced by a select few? The continued adoption by influential figures and the demonstrable shift towards quality and timelessness suggest the former is increasingly likely. The key will be how brands adapt—moving beyond fleeting trends to offer truly well-made, versatile pieces that resonate with a consumer base seeking enduring style and quiet confidence. It’s a space ripe for brands willing to prioritize craftsmanship and enduring design over the pursuit of fleeting viral moments.
Mere hours after hitting the red carpet at Leicester Square to promote Sense & Sensibility, Daisy Edgar-Jones has taken to the streets of London to revive a certain jacket trend that certainly would’ve made Elinor Dashwood’s heart flutter.
Indeed, tackling the leading role in Jane Austen’s literary classic has transformed the British actress into something of an adherent of method dressing, trading in her pencil skirts and high-neck jackets for Chloé bloomers and Vivienne Westwood corsets.
Now, she’s seemingly borrowing pieces from the boys of that era, arriving for a press appearance at BBC Radio One in a Napoleon jacket from Alexander McQueen.
Designed by Seán McGirr, the piece debuted in the autumn/winter 2026 collection and features milky soft floral brocade jacquard fabric contrasted with rigid braiding across the chest. Unlike on the runway, which took a sleazier route by styling it with smudged smoky eye makeup and unbuttoned, low-rise jeans, the star opted for sleek stovepipe jeans and white mules.
Still, she’s not the first star of a period drama to co-sign on the Napoleon jacket’s return. Earlier this year whilst promoting the West End transfer of the critically acclaimed play 1536, Margot Robbie made a surprise appearance at the Ambassadors Theatre wearing a similar silhouette.
Fresh off her hauntingly gothic run as Catherine Earnshaw in Wuthering Heights, the Oscar nominee looked to the vampy version from the same McQueen range, completing her look with black tailored trousers and pointed-toe heels.
Of course, McQueen is not the only designer to pioneer the comeback of this 18th-century military staple. At his debut show as creative director of Dior, Jonathan Anderson dressed Wednesday star Jenna Ortega in a sleeveless vest iteration and a Y2K raw-hem denim mini skirt.
Elsewhere, he appeared on the runways of Ann Demeulemeester in Paris and Keburia in London. Naturally, where high fashion circles go, the high street follows, with this style cropping up at the likes of Zara, Reformation and Mango.
Still, there’s no denying its eternal appeal. A staple of Kate Moss at Glastonbury in the noughties and heart-stricken women on the English moors alike, safe to say this style is beckoning to be worn on the streets of London once again.
Plus, with London Fashion Week just around the corner, and McQueen set to return to the brand's home town, we can only imagine the amount of people who will turn up in this style. Just don’t get mad at your Stoke Newington friends who have been wearing this style for months, alright?
Shop Daisy Edgar-Jones's Napoleon Jacket, Stovepipe Jeans and White Heels
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