Fashion enthusiasts are eagerly anticipating the autumn season, with a new viral sensation emerging from Marks & Spencer, one of the UK’s most trusted high-street retailers. Shoppers are flocking to M&S to acquire a stylish jacket, which has been dubbed “the jacket of autumn winter” and “THE buy of autumn-winter.” This trending wardrobe staple has rapidly taken the internet by storm, especially on TikTok.

TikTok creator ‘vanessaroseblair’ shared her experience of trying on the M&S jacket in a viral video, exclaiming that it was “so much nicer in person” and that its “quality is unmatched.” She wished viewers could feel the fabric through the camera, highlighting its superior feel. The jacket is praised for its beautiful corduroy detailing on the collar and cuffs, which imparts a classic, high-end aesthetic reminiscent of a designer Barbour jacket. Its oversized fit has also garnered significant praise, with one commenter noting, “It’s got good sizing… I tried the 12, it was really big, still went for an 8 and looked so much better.” This video quickly amassed an impressive 176,500 views in just two days, prompting a flurry of positive comments from the shopping community. Fans described it as a “classic shooting field coat,” embracing the “British shooting style.” The M&S jacket is priced at £90 and has the product code T49/7055. Many TikTok commenters have pointed out its limited availability online, making it a highly coveted in-store-only purchase for the time being.

For those not willing to spend £90 on the viral M&S jacket, a thrifty alternative has been discovered. Fashionista Polly, posting under the username @pollydunseath, took to TikTok to showcase a super similar and more affordable option. This must-have autumn piece, named the Corduroy Collar Twill Jacket, is a near-identical alternative available at H&M for just £34, making it more than half the price of the M&S version. Similar to the popular M&S buy, this H&M jacket features a chic corduroy collar in a deep burgundy-brown color. It is lined, comes with a zip down the front, has forward-facing shoulder seams, and long sleeves, making it ideal for colder months. While it also features two front pockets, it is noted to be shorter and lacks the gold button detailing of the M&S jacket. Polly described it as “more of a cropped, boxy fit” but emphasized that it still boasts the check pattern with the corduroy collar, making it a “cute alternative.”

Shoppers can find the H&M jacket in sizes ranging from XXS to XL, though stock may vary between stores. This alternative is also gaining traction, with Polly’s clip amassing over 10,000 views in just one day. Despite the high demand for the M&S jacket, some shoppers faced disappointment due to sizing issues, with one remarking, “I found it but the smallest size in store was an 8 and it was MASSIVE on me. It looked really silly so I had to leave it behind, so gutted.” However, the H&M alternative provides a compelling option for those seeking the viral look without the higher price tag or in-store availability challenges of the M&S original.