Trench coat: from the trenches to the runway
Shoulder straps, belt rings, double buttons: every detail of the trench coat comes from a function. That is how a classic is born.
When autumn comes, the trench coat is one of the first garments to appear in shop windows. Beige, belted and double-breasted, this coat is a symbol of elegance today. But its name comes from the English word "trench".
Gabardine: a waterproof fabric that breathes
At the end of the 19th century, the Englishman Thomas Burberry developed gabardine, a tightly woven, water-resistant fabric that also breathes. Unlike heavy rubberised coats, it was light and comfortable. English firms such as Burberry and Aquascutum made coats of this type for officers. Who "invented" the trench coat is still debated today.
The First World War
During the First World War, officers fighting in the trenches needed a coat that resisted rain and wind without restricting movement. Many of the trench coat's details come from exactly there:
- Shoulder straps: for rank insignia and equipment.
- Belt and D-rings: for hanging equipment.
- The extra layer on the back: to keep rainwater from reaching the body.
- Throat strap and double buttons: for protection from wind and cold.
After the war: into civilian life
After the war the trench coat came back to the city with the officers. In 1940s Hollywood films, detectives, journalists and romantic heroes appeared in trench coats. The coat was no longer military but part of a mysterious, confident and intellectual persona. In the following decades it became a permanent fixture of both men's and women's fashion collections.
Why did it become a classic?
The secret of the trench coat is that none of its details were created "for decoration". A form born of function turns into an aesthetic over time and never dates. On top of that, it can be worn over a suit or jeans with equal ease.
Hollywood, Paris and the city persona
In the 1940s and 50s the trench coat appeared in films so often that it almost became a character type of its own: a rainy city street, a coat with its collar turned up and a mysterious hero. In the following decades French cinema and street style made the trench coat a key piece of the women's wardrobe too. Even the way the belt is tied became a style statement: knotted at the back, left open or simply tucked into the pockets.
How is a trench coat chosen today?
The classic beige trench is still the most sought-after version, but the market offers very different interpretations: short, oversized, sleeveless, leather, black or pastel. When choosing, buyers usually look for answers to these questions:
- Length: above the knee looks younger and more casual; mid-calf looks more classic.
- Fabric: water resistance, creasing and lining.
- Shoulder line: a classic sharp shoulder or a soft, oversized shape.
The star of the season change
The trench coat is the key product of the autumn and spring transitions, when it's neither fully warm nor fully cold. For a fashion brand, that means a clear sales window. Baku's windy weather makes the trench coat especially practical in the local market too.
A lesson for fashion brands
Customers value a product more when they understand its details. Every ring on a trench coat has a story, and that story makes the product look expensive and well thought out.
Tell the story of the details in your own collection too: why was this fabric chosen, why is this pocket here, what does this seam do? Short Reels videos and a 2-3 sentence explanation on the product page speed up the customer's "it's worth the price" decision.
