When the same shirt starts popping up across street-style galleries, it’s usually not the universe aligning — it’s a well-executed PR move. And in New York, COS played that card to perfection. Their £95 checked flannel shirt was everywhere, spotted on editors, influencers and even a few front-row celebrities.

Here’s the thing, though: unlike some heavy-handed product placements, this shirt actually earns the hype. COS staged its autumn/winter 2025 runway on Sunday, with instantly shoppable looks presented to a starry crowd that included Jodie Turner-Smith, Naomi Watts and Lauryn Hill. It’s all part of the brand’s mission to edge itself above the rest of the high street — and so far, it’s working. Earlier this year, COS was the only high-street label to break into Lyst’s top 10 hottest brands list.

But the real show-stealer wasn’t just on the catwalk — it was outside. Guests turned the streets into a plaid parade, styling the shirt every which way: tucked into pencil skirts, thrown over tailoring, left open, or tied at the waist in that effortlessly cool way New Yorkers seem to master overnight. The beige version looked quietly classic, while the electric blue offered more of a dopamine hit.

Not to be overshadowed, a £119 ruffled plaid midi-skirt also made repeat appearances. Street-style star Tamu McPherson even doubled down on checks, pairing the bright blue shirt with the brown midi for a layered look that might just inspire a thousand outfit moodboards.

So, did COS win New York Fashion Week with a single £95 shirt? Maybe not officially — but judging by the sidewalks, they certainly scored the style coup of the season.