Several people wearing the same cult item in street-style photographs is rarely a cosmic coincidence – instead, it is usually the result of a strategic PR campaign whereby product is carefully seeded to create these “everyone is wearing” moments. Well, over in New York, the marketing team at Cos have certainly won this game, as some of the biggest names in fashion were wearing the same £95 checked flannel shirt at the most recent shows. And now, it’s on sale (£71) as part of the retailer’s Cyber Monday deals. Shop the Shirt

Shop the shirt (now in the Cos sale)

COS Checked Flannel Shirt Shop the look

COS Checked Flannel Shirt Shop the look

This level of product placement can sometimes feel forced or commercial, however this is a shirt that we genuinely think is worthy of your atte

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