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I like to think that as a fashion writer, I'm good at spotting a trend just before it goes viral. But spotting an item before it even launches, let alone cultivates viral status, is a new one, even for me. With new items going viral every day, it's often tricky to tell what's actually worth your attention – and money. Still, H&M Studio's upcoming jacket proves it has real momentum, or 'viral' status if you will, as it's already generated genuine excitement weeks before its release. Debuted at Copenhagen Fashion Week and styled with vario

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